"Treat Yourself": Sweet Spring Inspiration with Diamant Zucker

Background and Challenge

The Diamant Zucker brand faced the strategic challenge of successfully evolving while expanding into new target audiences, specifically Generation Z and younger adults. The key was maintaining a delicate balance: on one hand, the brand needed to become relevant enough for Gen Z that they would engage long-term as Diamant Brand Ambassadors. On the other hand, the valuable connection to existing consumers could not be jeopardized – this audience needed to be retained and further expanded.

Approach and Realization

For the Spring 2025 campaign, we developed a comprehensive multi-touchpoint strategy that targeted both Gen Z and existing customers with precision. The campaign spectrum encompassed a specially designed and appealing landing page and extensive social media activities on TikTok, Meta (Facebook and Instagram), and Pinterest. The landing page offered a diverse compilation of heavenly spring recipes, short recipe videos to ensure success, an overview of the products used and a small sustainability special.

The key to success lay in targeted messaging and differentiated wording for the various target groups. While the core message "Gönn dir" (Treat Yourself) remained clear and powerful, individual creative space emerged in design and tonality to meet the specific requirements of each target audience. We addressed Gen Z's modern lifestyle and close social connectivity, while focusing on values like inspiration, enjoyment, and conviviality for existing consumers.

Results

The campaign proved to be a resounding success, significantly exceeding the established goals. The target-group-specific landing page generated over 6,000 clicks, demonstrating successful engagement across both audiences. The social media initiatives on TikTok were particularly impressive, achieving 29 million views and 76,000 interactions. These results not only confirm the effectiveness of the chosen strategy but also create a solid foundation for the planned adaptation of the campaign to subsequent seasons with seasonal focus areas.