The launch of a new Horalky flavor after 58 years.

Horalky od Sedity

Social media Influencer marketing Strategy Brand campaigns

Media campaign for a young target audience with influencer activation.

1,3 milionu

impresí influencerského obsahu

46 %

populace ve věku 18–30 let zná novou příchuť

Challenge

Přelomová příchuť

Until 2022, Horalky were known on the Czech market for just one flavor – peanut. This flavor is strongly associated with the brand, and conservative consumers perceive it as the quintessential "Horalky" flavor. However, the limited flavor offering was one of the barriers to increasing the brand's consumption in the market.

Another obstacle to the brand's growth was its lower acceptance among the younger target audience. This led to a breakthrough – in February 2023, the new Horalky peanut butter flavor was introduced to the Czech market, combining a sweet classic with subtly salty peanut butter. This marks the most significant product innovation for the traditional brand in 58 years.

Our task was to rapidly build awareness of the new flavor available on the market and motivate the younger target group aged 18–30 to try it.

How to

Unboxing i ASMR

The communication strategy was built on two pillars, with a primary focus on social media: customer activation through an influencer campaign and media support for the brand spot, including additional content creation – the ideal mix for reaching Generation Z. The goal of social media communication was to spark a strong desire among people to try the new Horalky flavor.

In collaboration with 11 influencers, unique content was created, focusing on the product and showcasing the unboxing of the new flavor, taste reviews, and other creative elements like ASMR content (autonomous sensory meridian response). Dynamic "how-to" videos complemented the social media content.

The media component utilized channels that contribute the most to building awareness: non-skippable YouTube spots and large visible static and dynamic banners on the display network. Given the specificity of the target group, we also included non-skippable audio formats embedded in music content on YouTube and Spotify. This included ASMR creatives featuring the sounds of unwrapping and crunching, which effectively captured attention.

To target Generation Z specifically, we partnered with the content platform HEY FOMO, a key source of information on trends and current events for young people.

Services for client

Impact

Polovina cílovky zná novou příchuť

1,3 milionu impresí influencerského obsahu

46 % populace ve věku 18–30 let zná novou příchuť

To measure the impact of the brand campaign, we conducted a pre-test and post-test on a target group aged 18–30 (representative sample), where we found that:

There was a significant uplift in awareness of the Horalky peanut butter flavor – 46% of the population aged 18–30 now recognizes the new flavor (an uplift of 17.8 percentage points).
The consumption frequency increased by 6 percentage points, especially among light users or non-consumers of Horalky wafers.
Selected brand attributes for the Horalky brand improved.

With such a young target audience, we knew that traditional media would have less impact. Therefore, we focused on digital communication and aimed to verify the effectiveness of individual channels.

In testing, 52% of the population aged 18–30 recalled the Horalky brand communication, a success that was also reflected in sales results. Additionally, we were pleasantly surprised by the ad recall of individual media types and activation formats (including Spotify and HEY FOMO). For instance, influencer communication achieved an ad recall of 10.8%, while online communication reached 36.8%, which is a very strong number compared to TV communication (ad recall 25%).

Through their efforts, influencers organically delivered over 1.3 million impressions, accompanied by nearly 40,000 interactions, resulting in an engagement rate of 4.10%. To further engage the audience on social media and create a desire to try the new Horalky, we organized a contest encouraging the sharing of UGC (user-generated content). As a result, the Horalky profile received over 90 fan-created posts in less than a month.