#RefreshMusicTicTac Екатерина
Task
Under the COVID-19 restrictions, we setting goals for the brand – that’s to retain market share, increase the brand’s relevance at the background of the market-driven trend of switching consumers to cheaper products. Business: increase of the sales volume and profits +5% vs LY; retention of the market share vs LY Marketing: the brand's relevance over 35% (LY indicator); the 25-35-year-old target audience share +3% vs LY Image: the modern brand over 43% (LY);the refreshing brand over 43%.
Ideas and solutions
Tic Tac focused on the 25-35-year-old audience. Millennials never stop and find themselves constantly in the information field switching between work and desire to relax. Tic Tac can become the switch that will cheer up a little and show the world at a different angle. Having this mission, the brand came to the territory of refreshing. At the same time, the Spotify streaming platform entered the market, and so we decided to focus right on music. It was a perfect match for us, and we were happy to be their first partners in the category. So there came a project #RefreshMusicTicTac. The fresh streaming platform, cooperation with popular musicians and the concept of refreshing old hits are all together designed to make the brand more modern and refreshing among the audience of 25-35 years old with increasing its relevance. The main place where we can cover interests of millennials is digital. That's where we headed for. In the heart of the #RefreshMusicTicTac project there was CONTENT and partnership with COOL PLATFORMS: the music – 8 musicians, 7 tracks collected in a branded playlist on the Spotify platform the video content – a series of backstage videos that reveal the subject of the project and the relationship with the brand the branded music video featuring the headliners – MONATIC and Laima Vaikule The main platform for the project was a hub based on the Afisha platform where all the content was collected and where all media advertising led to. We were looking for our audience in different spots of the digital space: The musicians’ social media and SMM promotion The online video based on the backstage clips (28 mln views vs the plan) Media support inside of the partners’ platforms – Spotify and Afisha Integration into the ‘Creative plans’ musical podcast by Meduza Bloggers and media promoting (a total coverage of 6 mln) The project was growing gradually moving from a teasing stage to a covering one.
