Under the Alete bewusst brand, Alete is constantly developing new delicious and healthy products for children (we have it on good authority that many of them also taste good to adults, too 😇). 

In 2022, Alete bewusst added Obsties and Gemüsies to its range. The gently freeze-dried snacks in organic quality and without added sugar are ideal for the little ones to snack and nibble throughout the day with a clear conscience. 

Our task was to ensure that Obsties and Gemüsies got off to a flying start in the market with a large-scale media campaign and, if possible, a permanent place in the hearts of children (and parents!). The objectives were clear: maximize visibility and reach while generating significant purchase interest. 

Media Strategy: Old Friends and New Paths

Facebook and Instagram were the clear focus and were used for two flights each. The assets for Flight #1 were designed to familiarize the target audience with the product, while Flight #2 was more directly aimed at generating purchase interest. The campaign delivered very good results, reaching 6.3 million unique users and increasing brand awareness by 4.6 points in the Meta Brand Lift Survey. 

The second part of the campaign took place on YouTube and TikTok. YouTube proved to be too competitive to achieve the campaign objectives with the budget set. In consultation with the client, we dynamically adjusted the campaign and shifted the budget to the meta channels to take advantage of the better conditions there. 

TikTok was a new approach for the client and we were able to bring our expertise from numerous other campaigns to the table. With over 6.6 million impressions at a CPM of €1.05, the expectation of high reach at comparatively low cost was met. 

In addition, the campaign’s performance on TikTok gave us some interesting insights into the Alete bewusst target audience, e. g., an unexpectedly strong performance among male users – which will be incorporated into future campaigns. 

All in all, it was an exciting and satisfying project for both us and the client. It shows once again how important it is to make agile adjustments to media campaigns based on solid data and that well-founded experimentation with new channels pays off.