Alete bewusst "Obsties" and "Gemüsies": Millions of Impressions Thanks to Agile Campaign Management

Background and Challenge

"Alete bewusst" continuously develops innovative and healthy products for toddlers under the Alete brand. In 2022, Alete bewusst expanded its portfolio with "Obsties" and "Gemüsies" – gently freeze-dried organic fruit and vegetable snacks without added sugar that parents can offer with complete confidence. The challenge was to give these products a successful market launch through a large-scale media campaign and secure a permanent place in the hearts of children and parents alike. The objectives were ambitious: maximum visibility and reach while generating significant purchase intent.

Approach and Realization

The media strategy combined proven channels with innovative approaches. Facebook and Instagram formed the foundation with two strategically planned flights each: the first flight focused on familiarizing the target audience with the products, while the second flight specifically stimulated purchase interest.

YouTube and TikTok were planned as the second pillar. However, YouTube proved too competitive to achieve campaign objectives within the available budget. The strategy was then dynamically adjusted: budget was reallocated to Meta channels to capitalize on better conditions.

TikTok represented uncharted territory for Alete bewusst. Here, we leveraged our extensive expertise from numerous other campaigns to successfully introduce the brand to this promising channel.

Results

The campaign significantly exceeded expectations. On Facebook and Instagram, we reached 6.3 million unique users and increased brand awareness by an impressive 4.6 points according to the Meta Brand Lift Survey.

TikTok delivered exceptional results with over 6.6 million impressions at a CPM of just €1.05, providing extraordinarily high reach at low cost. Additionally, we gained valuable audience insights, such as unexpectedly strong performance among male users, which will enhance future campaigns.

The project impressively demonstrated how crucial agile campaign management based on solid data is, and that bold experimentation with new channels pays off.