We’ve conducted a collection of case studies featuring award-winning native advertising examples. This blog post features The Most Effective Native Advertising Campaign.
Campaign: Kaufland "Our Taste The Best". Check out the campaign here.
Making consumers appreciate just how tasty vegetables are is not just a matter of talking nutritional value and the environment. By telling the personal stories behind local agriculture, Kaufland Hvrastka increased sales of vegetables.
The TG Studio team developed the “Ours taste the best” series based on 11 local farmers who supply Kaufland with products. Each story consisted of long-form articles, video segments, premium photography and interactive graphics. To optimize performance, all segments were designed to be visually uplifting and emotionally rewarding. Each story was told by a team of editors, journalists, photographers and designers.
To achieve campaign KPIs it was essential to tell unique and engaging stories. Not just of farmers who happen to be working with Kaufland, but farmers with moving personal stories. Many of the selected protagonists started from nothing or did a complete career change to enter agriculture.
The content’s guiding principle was “details, details, details”: of beginnings and challenges, of products and offerings, of lives and sacrifices By telling their stories well, the values of Kaufland were seamlessly connected to the lives of the local farmers.
All long-form stories were published on Telegram.hr with video segments and animated infographics embedded in the articles. The articles were promoted using premium editorial positions on the homepages of Telegram.hr and Net.hr with a targeted display and social campaign to boost reach.
On social platforms, the content was customized with real-time analytics and improvements to make sure audiences were responding to the campaign.
Due to business confidentiality, internal forecasts were not shared, but the client indicated volume and revenue growth were pivotal KPIs monitored throughout the campaign. The client used internal metrics to measure both during and after the campaign had concluded.
Bell pepper: + 22 percent
Strawberries: 3,5 percent
TG Studio developed a content-focused approach to move beyond traditional retailer promotions (discounts, leaflets etc.) The key insight behind the campaign was that local farming is such a potent and emotionally engaging issue that Kaufland’s story had to be told in an authentic way. What made this campaign so successful was the initiative to move beyond aggressive sales and instead position the client as a true partner and active supporter of Croatian agriculture.
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