Mum
Digital campaign and drive-to-store strategy
Strategy & Activation
From Social Media to the Point of Sale.
Development of a digital campaign focused on driving qualified traffic to the giveaway landing page and boosting direct sales at physical retail locations. To achieve this, a promotional mechanic was established based on a direct purchase incentive: users bought the product, uploaded a photo of their receipt through the platform for validation, and secured their entry into the sweepstakes.
Content Production: UGC & Campaign Assets
Authenticity to Drive Conversion: To increase brand awareness and explain the participation mechanics natively, a dedicated social media content production was executed. The creative ecosystem combined static assets with User-Generated Content (UGC). This organic and authentic approach effectively engaged the target audience (ages 25-45), driving high attraction rates with CTRs exceeding 7% and 8% on select Instagram creator pieces.
Media Planning & Social Ads
Massive Impact & Cost Optimization: End-to-end media buying management structured across two major phases—or flights—on Meta (Instagram) and TikTok. Thanks to continuous spend optimization, the campaign exceeded its reach and conversion targets:
- Delivered 7.3M+ total impressions, reaching 2.8M+ unique users across both campaign flights.
- The strategy drove nearly 89,000 clicks to the promotional platform, maintaining a highly competitive cost-per-click (CPC) of €0.15 to €0.17.
- The campaign’s success ultimately translated into the direct validation of 2,300 purchase receipts (offline conversions) alongside significant organic growth for the brand’s social communities across both platforms.
