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Men don't know exactly what type of condom fits them and are usually against the usage of condoms as they feel less stimulated. The challenge was to make men aware of the size of the condom according to their needs

9.12%

WEBSITE BOUNCE RATE

6.02%

CTR

32%

OF VISITORS TOOK THE QUIZ As men like good humor, we planned to use this as a twist in communication when dealing with such a delicate subject. We partnered with stand-up comedians from ”Ceva Mărunt” and developed a series of educational but funny videos for digital, social media, TV and in-store.

7 AWARDS IN MAJOR COMPETITIONS

WATCH THE CASE


In a world with hundreds of apps, we are competing against all of them, despite the fact that this one is the best regard mall-apps in the country. Nonetheless we had a clear mission: to make customers install it and discover how useful and fun it is. The question was: how to make a powerful and compelling story to make people to engage with the app

3 AWARDS IN MAJOR COMPETITIONS

7 M I N U TE S / D A Y DAILY USER ENGAGEMENT

+ 8 0 0 . 000

VIDEO VIEWS ON INFLUENCERS CONTENT Having a young audience to address, a strong social media presence was the key. We had high focus on engaging formats, like Facebook Instant Experience or Stories, that showcase the amazing world of the app, as well as video content. In order to make more buzz, the videos showed the real experiences of five different influencers.

+ 1MIL

REACH GENERATED BY INFLUENCERS

  WATCH THE CASE


How can Durex succeed to talk to the consumers about safety and protection in a context like festivals, that favors the exact opposite behavior due to their nature?

4 days LIVE TRANSMISSIONS ON FACEBOOK

8 mil

ORGANIC REACH DURING FESTIVAL

50% We wanted people to hear our message about protection even in such a nonconformist context like festivals. So we made it big! We built The Durex G-Spot Tower, an actual climbable tower and we showed contextual messages related to safety on the big lateral screens attached to it. So we talked to people in a fun, relaxed way, relevant in the given context.

INSTAGRAM FOLLOWERS INCREASE AWARD FOR BRAND EXPERIECE

100.000

PARTICIPANTS REACHED THE G-SPOT

WATCH THE CASE


L'Oreal Paris is world-famous for its amazing collaborations with global divas. So, when the beauty market leader invites you in a pitch, to create a local campaign for its new Rouge Signature, there is only one answer: let’s do it!

OVER 100 STORIES POSTED ONLINE

We manage to capture the essence of Rouge Signature collection by working with the talented Maria Vigheciu, who become our local ambassador. In order to express the collection’s multiple colors, we created over 30 hand-made portraits, all black and white, except for the lips. The beauty influencers loved the considerate gift and we were impressed by the large volume of stories and posts that followed this PR send-out. Even more, consumers could learn trick & tips from Maria and other L’Oreal make-up artists as part of the BTL mall activation's.

3 WEEKENDS

IN-MALL ACTIVATIONS

LOCALLY PRODUCED VIDEO MATERIALS WITH LOCAL INFLUENCERS

WATCH THE CASE


Because the home deco, beauty, gadget & accessories retailing market is really fragmented with strong players already in place, the main problem was how Miniso could make a difference with the launch, without knowing the preferences the Romanian market.

350.000 REACTIONS TO INFLUENCERS POSTS

9.000 POSITIVE COMMENTS

15.000 We maximized the lovability of the products by targeting the lovers of cute and adorable things. We created dedicated video invitations for influencers made by the owner himself. We invited them to join the launch at Veranda Mall. Influencers invited their community and the event was a success.

INSTAGRAM FANS IN 2 MONTH

OVER 70

BUSINESS AND LIFESTYLE ARTICLES WATCH THE CASE


Millennials enjoy quick and tasty snacks with a gourmet approach. However, TUC was not perceived as a versatile product, but as a humble salted biscuit.

3 8 0 . 000 VIEWS ON THE INFLUENCER SORIES ALONE

5 7 0 . 00 0 RECIPES VIEWS ON THE WEBSITE

3.30 We offered cooking enthusiasts a `Do It Yourself` experience. Our solution was to create a Tinder for Food, where users could discover lots of different Tuc combinations, created by Chef Dexter. The campaign included also in-store sampling, promo mechanics, digital communication and a cool Tucteria Van.

MINUTES TIME ON THE WEBSITE

8 IN 10

WEBSITE VISITORS JOINED THE PROMOTION

WATCH THE CASE


In a period of time with so many loyalty cards, cooking events and offers, why would people register to our Club? We needed to find that clear elements of differentiation and engagement.

2 YEARS

OF TEFAL CLUB & RUNNING

W E B S I TE DEVELOPED FROM SCRATCH

OVER 30

We have launched the club under the “Chef să fii chef” (“The mood of a chef”) communication platform and created a long-time partnership with Adrian Hădean, a much loved Romanian chef. The communication is ongoing, with monthly campaigns for over a year.

MONTHLY DIGITAL ASSETS

OVER 5000 ACTIVE USERS

WATCH THE CASE


Baby Formula market is a complex one, where decision is mostly medicaldriven. Therefore, we needed to showcase Milupa in an empathic and relevant manner for mothers, as part of a complex brand strategy.

1:2 USERS DOWNLOADED THE MENUS

ALL MEDIA KPI WERE OVER-ACHIEVED

7.58% The strategical backbone of the project was highly complex. In terms of communication, we created a new platform, called “Mommy knows”, including 2 flight: 1. Focused on micro-moments (first teeth & steps), with a high RTB in the formula 2. Focused on diversification and creating a dedicated website with menus.

IMPRESSIVE CTR RATE

UP TO 9 TIMES HIGHER MEDIA RESULTS VS. BENCHMARK

WATCH THE CASE


Avon’s main tool for recruiting new sales-reps is though offline events of various formats. But in 2020, this was not possible, so Avon had to restructure this approach completely.

Over 15.000 UNIQUE VIEWS IN ONE MONTH

59% OF PEOPLE PLAYING THE GAMES ALSO REGISTERED FOR SALES REPS

Our solution was to create an online community experience – creating an online neighborhood, where women could discover the products, guess the price for products, attend webinars and more.

11 CITIES THE CAMPAIGN WAS NATIONWIDE

60%

AGREED TO BE CONTACTED BY A SALES REP


Public institutions are not well perceived by most of the Romanians. Additionally, there is a big problem regarding bureaucracy and people usually don’t know where or how to find the information they need. A lot of times people end up googling the information among a huge amount of data, which is not always valid or trustworthy.

150+

DIGITAL ASSETS

33

OOH FORMATS

+2.653 It was hard for ANCOM to compete with the most important searching engines out there. So we had to make it as cool as Google is, so people begin to trust and consider it when they have trouble finding information about the communications services. The creative solution was to create a mini-series of spots that imitate the behavior of people who are searching for outrageous answers on the internet.

TRPS ON TV STATIONS

+30M

DISPLAYS THROUGH DIGITAL ADS

WATCH THE CASE


During the past years, consumers tend to praise street food versus homemade solutions and the pressed cheese was probably in the bag of ”meh” options because it somehow entered a routine of home consumption.

2 nd p l a c e

PROGRESSIV AWARDS BEST IN STORE PROJECT

1 0 0 . 0 00+

SANDWICHES PREPARED FOR SAMPLING Sandwich Fest featured as a festival of different tastes and textures. It was the solution to disrupt the sandwich from the morning consumption routine. The message was supported by in-store communication materials, TV spots, website, BTL events, online communication and special media projects.

7 ESPECIALLY DEVELOPED FOR THE CAMPAIGN WATCH THE CASE


During summer, consumers have more options for snacks and treats – they enjoy ice-creams, lemonade, light cakes. So how can we determine them to choose us?

MOST EFFICIENT IN-STORE PROMO CAMPAIGN A multibrand campaign, including all Mondelez biscuits portfolio, with a fresh campaign. We provided multiple in-store executions, as well an online engagement tool – a fun quiz, showing the right product for your summer activity. And an extensive direct mailing to influencers

M U L T I PL E

IN-STORE FORMATS

50 INFLUENCERS GENERATED CONTENT


Durex refreshed its brand identity, but also its packaging, presenting a new way for consumers to choose their condoms. They were able to see criteria like dimension, lubrication, thickness. However, presenting this new system of selection in-store was quite challenging.

10+ COUNTRIES USED OUR SHOPPER TOOLKIT FOR THIS MEGA LAUNCH

GERMANY TEAM WAS OUR DIRECT CLIENT

OVER 40 We have worked with the German marketing and trade teams in order to develop the visual and the shopper materials that presented this new system. Further on, materials had been adapted and used by multiple countries all across Europe.

DIFFERENT MATERIALS DEVELOPED

AUGMENTED REALITY CREATED TO PRESENT THE NEW PACKS TO RETAILERS


During summer, coffee consumption drops as consumers migrate to fresher options like cocktails and juices. This is why Jacobs is proposing to find an alternative by removing coffee from this consumption stereotype.

2 2 1 . 0 00

UNIQUE USERS ON WEBSITE

6 7 . 0 00 RECURRENT USERS

10 MIN+ Youngsters have an increased preference for coffee specialties, so we showed them new ways to drink their coffee, either hot or cold. A gamification platform was the main component in digital, as the campaign had also a very strong in-store communication due to a national promo campaign.

PLAY TIME FOR BARISTA GAME

JACOBS

MARKET LEADER FOR MIXES CATEGORY WATCH THE CASE


According to Eurostat, only 6% of Romanians practice a sport regularly. In this context, Paralympic athletes were, at best, a marginal media subject. Communicating JYSK association with the Paralympic Committee looked like a subject that Romanians would not be interested in.

2 . 0 0 0.0 00 IMPRESSIONS

85

ONLINE ARTICLES

2 PR AWARDS PRIZES Inspired by the Paralympic athletes’ stories, we decided to turn their stories into motivational messages for all Romanians who pretend having great excuses for not taking sports. The campaign was called NO EXCUSE and we raised awareness around a strong insight: “Paralympics do not have excuses. Why should you?”

JYSK

DOUBLED THE SPONSORSHIP FOR NEXT YEAR

WATCH THE CASE


Recruiting young talent is always a challenge. But even most so, when the job description is no technical that most applicants do not know what it means. Using this insight, we have created a successful recruitment campaign for BAT, under the concept “Job Translators”. Three stand-up comedians translated the complicated job requirements in easy and fun language. This way, students and young graduates knew exactly what they were in for. The campaign included a series of videos, a smart mix of pay-per-click media and partnerships with students associations. The result? The one we committed ourselves to: 12 talented new employees.

16.155

POSTS ENGAGEMENTS

12.242

USERS ACCESSED THE CAREERS PAGE

3 0 0 . 000 VIDEO VIEWS

4%

CTR FOR TWO OF THE VIDEOS WATCH THE CASE


We need to recruit talented people, with a strong digital expertise. But Minio was only 3 years old, and the overall market is dealing with a severe workforce crisis, with 17% of population currently working outside borders. How could we stand out and attract talent? Instead of saying what skills we are looking for, we decided to show them. 2. We created one single video that recreated a well-known local story “Amintiri din Copilărie” in a modern way. We told this story written in 1888, using Facebook, Instagram, Google, Forsquare, Gmail and even local websites– OLX. The result was a one-of-a-kind video, that was truly attention-grabing.

145.000

ORGANIC VIDEO VIEWS

50 TIMES MORE CANDIDATES THAT WE USUALLY RECEIVE

PR AWARD WINNER

SILVER IN SOCIAL MEDIA CATEGORY

WATCH THE CASE


Durex Experience Room was part of a complex project to generate brand experience. The star of the show was the kinect rounded screen, that was activated by your pulse. So, touch a Durex box, it would read your pulse, light up the screen, then the leds starting moving in the same rythm as your pulse. At the end, the device would calculate how many orgasms you would have had in that time and showed the number on the screen. Pretty cool, right?


Mayoris is a Swiss company, who developed a new exciting service of interactive emails, called Mailix. Our main challange was to create a new visual identity, a positioning and a visual system for Mailix, but also supporting materials, like:

• •

USPs for each type of interactive email Website to showcase the service

ONE MONTH

SUPER-FAST PROJECT

FIRST PROPOSAL FOR THE MAIN VISUAL WAS ALSO THE ONE APPROVED

D I R E CT W O R K

WITH THE SWISS MARKETING TEAM


We designed the new packaging for Sissi, the leader of the ham market. The design allowed consumers to see most of the product and showcased a very sophisticated product demo. For the photos alone, we worked with a professional chef and food stylist, during three full days of testing, in order to find the perfect image. The design is slim and feminine, in line with Sissi positioning.

WATCH THE CASE


Profile for Ioana Mucenic

Minio Studio_Credential_Mar2021  

Minio Studio_Credential_Mar2021  

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