CETECO Superheroes
Year 2016
Challenge
Lacthosa Cereals – CETECO, a leading commercial organization in the Honduran dairy industry, faced stiff competition and a decline in market share due to continuous advertising attacks from their direct competitors. This onslaught inhibited CETECO’s ability to communicate effectively and expand in the media, leading to a lack of differentiation in consumers’ minds regarding the various CETECO milk products.
Solution
The ‘Superheroes CETECO’ campaign aimed to reclaim the market and win over more consumers by convincing them of the quality, benefits, and differences of each Ceteco milk compared to the competition. The campaign unfolded in three stages:
Stage 1 – Teaser: Intrigue was generated among the Honduran population through both digital and mass media channels.
Stage 2 – Launch: The campaign kicked off with the ‘SUPERHÉROES CETECO’ TV commercial aired nationally and on social media platforms. It was accompanied by advertising materials in both mass and digital media.
Stage 3 – Promotion: Subsequent activations in retail outlets, events, and promotions like ‘Traveling with the Superheroes CETECO,’ which invited people to participate in a car giveaway (2017 model), provided an extra boost to the brand’s sales.
Results
The campaign created a distinct impact on consumers.
Fan base increased by 32%, and interaction grew by 35% within two months of the campaign.
Sales percentages began to rise from the start of the campaign in July to December 2016, with August showing the highest participation, experiencing a 51% increase in sales.
The microsite recorded a total of 8,432 visits, with 29% from magazines, a bounce rate of less than 75%, and an average visit duration of over one minute.
Consumers started to differentiate between types of milk, reducing the frequency of inquiries about the appropriate milk for their children.
CASE BOARD -SPANISH-
