Celebrate good times

DESCRIPTION

The marketing activity of Ferrero Rocher and its competitors isn’t continuously active – rather, it focuses on periodical campaigns aimed at boosting sales during national celebrations and special occasions like Valentine’s Day. Ferrero’s objective was to increase overall sales by positioning itself as a prestigious gift that can be given all year round.
Its challenge was to successfully establish Ferrero Rocher brand values among the upscale target consumer group and justify its price premium over competitors. The insight was that the majority of this consumer group were professional working people who derive pleasure from achieving and celebrating success.
Based on this insight, Ferrero had the strategic idea of linking with moments of success in the targets’ life, specifically business success. With research showing that many of them regularly read weekly business supplements, Ferrero decided to arrange a content sponsorship with Hurriyet Human Resources supplement, which had the highest prestige.
The activation was to brand the executive promotion news section and communicate its “celebration” message by sending Ferrero Rocher gift boxes and greeting cards to everyone whose promotions were announced.
This activity reached about 800,000 target readers every week and made face to face contact with everyone promoted in the supplement’s pages, engaging them in a celebratory mood.
Supported by other promotional activities, the campaign increased Ferrero Rocher’s sales by 25%.

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