Froneri How to adapt video ads for digital and social media platforms best. Switzerland
Challenge
In order to raise awareness of the the "eXtrême" brand, Froneri Switzerland has briefed us to create a media strategy to anchor the product name more firmly with the consumer. For this campaign, out-of-home and digital activities were planned. Nowadays, however, the attention span is getting shorter and shorter. The digital channels are highly fragmented and their consumption varies. For the sake of simplicity, classic TV commercials and video ads are often used completely unedited in the digital world without any concern for the needs of the consumer. Deployment tactics such as weather and delivery time are standard today. But how do you optimize performance in the digital environment one step further than usual?
Execution
Based on the storyline of the spots it was agreed to produce 10- and 20-second versions, each with and without subtitle and each with sound. Thus, for example, on social platforms, where the content is rather quickly swiped through, short ads with subtitles could be used; and for platforms without a skip button, the longer versions could be used - again with or without subtitles, depending on the website and usage.
These optimizations led to improved view-through rates and a more qualitative reception of the target group's advertising message. The product name "eXtrême" could thus be anchored better than when using TV commercials in the digital environment.
We are enthusiastic about the performance of our media measures for eXtrême this year. By working together with Zenith to streamline our video implementation and delivery, we were able to make our brand videos even more entertaining. This is reflected in the significantly increased view through rates. Lisa Possiel, Senior Brand Manager Ice Cream, Froneri
ROI
Higher view-through-rate vs. previous year
Cost improvement
Happy client