Banner advertising increases contact frequency

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Step 3: Select communication channels based on audience data
When choosing communication channels, it is necessary to be guided by data on the media consumption of the target audience. Particular attention should be paid to channels with the highest rates of attention to advertising and conversion to purchase.


Case Strategy: How We Worked on Understanding an FMCG Brand and Bringing a New Product to the Shelves - Image 11
Mediascope BrandPulse 2024 data: personally consumed canned vegetables and fruits in the last 6 months

We compare channels with goals and get the following advertising campaign scheme:

Case Strategy: How We Worked on Understanding an FMCG Brand and Bringing a New Product to the Shelves - Image 12
According to BrandPulse, VKontakte is the optimal platform for communicating with our audience: 70% of consumers actively use this social network at least once a week.

As part of the media mix, we use a comprehensive approach:

OLV (Online Video) provides high-quality audience reach;


Targeting users of e-commerce platforms allows for cyprus telegram data targeted interaction with buyers of the category.

This strategy allows you to effectively solve two key tasks even with a limited budget: increasing brand awareness and increasing penetration.

Step 4: Plan your campaign timeline
To optimize the budget and develop a media plan, it is necessary to take into account the seasonality of product consumption. We conducted a detailed analysis of sales and consumer demand for each brand item.

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Wordstat data
The analysis showed a pronounced seasonality in the category, which makes it possible to abandon year-round intensive advertising activity in favor of a flight placement model.

First flight - September-December.