LikeMeat Veganuary campaign
German plant-based meat manufacturer LikeMeat asked for an awareness campaign in Germany with which, in addition to the LikeMeat brand, the Veganuary movement should also be supported and as much reach as possible should be generated.
Veganuary promotes a vegan lifestyle and encourages people to eat purely plant-based food in January.
Digital Out of Home Assets
Out of Home
Reach the flexitarian target group nationwide as efficiently and with the greatest possible impact.
It was necessary to deliver the ads as flexibly as possible to reach the target group close to stationary retail. An we needed a drive to digital.
4 networks for
Impression based on
target group density
Precision Digital Out Of Home. Instead of fixed placements in the urban environment, we played the campaign via digital displays and flexibly adjust the impressions.
All relevant networks were in the bidding for an impression and ads appeared based on Geofencing realised with mobile-ID detection and matched with the target group definition.
People from the respective target group who were near the display during the impression were followed up with retargeting ads on their mobile.
- Precision DOOH
- Impressions based on Geofencing
- Ø distance to retail: 149.3m
- Mobile retargeting via Display Ads
- Include all relevant DOOH networks
- Deliver impressions network agnostic
Digital Out of Home Assets
As we have a sustainable topic, a great product and fast growing brand, we needed a big bang, a high impact and as much reach in the target group as possible.
The brand has so far communicated exclusively via Facebook and Instagram and used Facebook Ad-manager for paid campaigns. We needed a much bigger audience.
Network independent campaign distribution
over 6 Social Media networks simultaneously
Get out of the Facebook bubble with this our approach: a network agnostic API based campaign distribution over all relevant networks.
We did not use proprietary network Ad-managers but played out the whole campaign via API and were able to adjust the mix of the network at any time independent for optimal reach, engagement and budget efficency.
- API based distribution
- No use of network Ad-managers
- Network agnostic placements
- Include all relevant social networks
- Overarching campaign analytics & reports
Social Media Assets
Display & Search
The campaign ran mainly via DOOH and social media. But we wanted to use display to further increase visibility and reduce the overriding CPM.
In addition, we didn't want to lose any contacts who had already seen our campaign but then searched for the product rather than Veganuary or LikeMeat and ended up with a competitor.
- Google Display Network
- Google Search
- Relevant Display networks in Germany
Likemeat Veganuary Campaign Report
For higher-level reporting with a channel and network independent competition in real time during the campaign, we worked with a new approach, namely Cascading KPIs. This allowed us to efficiently manage budgets and channel-mix at any time based on the performance they achieved.
- Dashboard with different report levels
- Channel and network overarching goals
- Network independent KPIs
- Unique KPIs like distance to retail
Media Reach in 10 days
Campaign Contacts / Impressions
Views on YouTube
Landing page views
Playtime on YouTube
YouTube subscriber grow
Views on KOLs IG
Website PIs grow
Website user grow
Our Veganuary campaign was
Plant-based meat manufacturer LikeMeat supported Veganuary movement and raised their crowd.
Digital first approach. A digital strategy packed of sophisticated approaches and innovative ways of digital channel management.
Unique setup of a holistic digital campaign including DOOH with Geofencing and network agnostic API driven Social Media.
Ultra fast static-HTML Landginpages were developed to handle incoming leads.