How inzpire.me helped Möller’s increase awareness by 41% YoY among young adults (18-29)
This campaign drove high engagement, crushing results at scale, with high reach in the target group. Ultimately, it drove a significant increase in key brand metrics in the campaign period.
Ole A. Lakselv
Brand Manager
& the digital team
The challenge
Möller’s is a brand that’s deeply rooted in Norwegian heritage, with a rich history of producing cod liver oil that dates back to 1854. As one of Norway’s oldest brands, Möller’s is an established brand with high awareness across the country and is well-loved by many.
They’re now actively working to increase awareness and penetration among young adults to secure new customers and ensure they continue to grow in the future. This target group has been hard to reach because of their fragmented media usage and general attitudes toward advertising. Möller’s recognized they needed to diversify their media strategy to reach them.
But because they’re considered a traditional brand that’s built up a lot of brand equity and emotional associations, it’s challenging for them to step too far out of what they’ve historically been known for.
How could Möller’s create content that would not only broadly reach their target audience, but capture their attention and engage them too?
The strategy
Young adults are digital natives, and how they use media changes more quickly compared to older generations.
While some social media platforms have seen usage among young adults decline, TikTok is experiencing huge growth. It’s now Norway’s fastest-growing social media platform for those between 18-29 years old, making it the perfect platform to test out.
Instead of simply placing ads on the platform, Möller’s wanted to create native content with TikTok creators, to ensure the content matched the platform’s unconventional style. That’s why they decided to bring back a successful, nostalgic brand communication concept from the 90s — “Did you take too much Möller’s cod liver oil?” — and put it in the hands of creators.
To make their brand more relevant to their target audience, Möller’s wanted the creators to put their own spin on the concept, in a way that preserved their brand integrity and associations.
The execution
Möller’s partnered up with inzpire.me and OMD to leverage inzpire.me’s expertise in influencer marketing and OMD’s paid media knowledge.
For the campaign, inzpire.me handpicked and activated a mix of 5 TikTok creators who had a following between 18-34 years old, with over 60% of them being located in Norway. Because raw, real content succeeds on the platform, the creators were asked to be as creative and personal as possible when reimagining Möller’s’ campaign concept.
Using Spark Ads, OMD then amplified the creators’ content to maximize the reach and engagement in the campaign. They distributed the Spark Ads budget equally between all the TikTok videos, in order to analyze the results of each in a balanced way.
By partnering up and utilizing inzpire.me and OMD’s expert knowledge on content creator and paid activations, we were able to engage TikTok creators to create original interpretations of our brand communication concept, which were tailored to the TikTok community. We believe that a part of our recipe for success was encouraging the creators to get creative with our brand, which resulted in genuine content that fit the platform!
Ole A. Lakselv
Brand Manager
& the digital team
The results
TikTok was Möller’s’ primary paid activity during the late summer, and our collaborative efforts drove significant growth in key brand funnel metrics during the campaign period. For category buyers between 18-25 years old, Möller’s experienced a:
+41%
Increase YoY for awareness
+24%
Increase YoY for consideration
Overall, the campaign smashed all estimates and benchmarks!
Compared to estimates, the campaign received:
- Overall impressions: 6,848,510 (estimated 3,755,880)
- Overall reach: 1,046,000 (estimated 460,000)
- Spark Ads reach: 599,380 (estimated 751,180)
- Spark Ads frequency: 10 (estimated 5)
Campaign results vs estimates
inzpire.me and OMD were successful in reaching Möller’s’ target audience. 97% of viewers from the campaign were located in Norway, and over 49% of Norway’s population between the ages of 18-34 years old were reached.
The originality of the creators’ videos was much-loved by the Norwegian TikTok community, with some noting that this was “the way to do commercials in the future.” The content saw strong engagement, with the Spark Ads achieving:
14 seconds
Average view time per user
41.5%
2-second view-through-rate
3.1%
Completion rate
This was a great achievement considering the campaign was run off-season for Möller’s, during the summer months when cod liver oil is least relevant. It also delivered a 44% lower CPM than estimated.