CLIENT
Liberté
CHALLENGE
To create a digital campaign that will eventually be expanded into other mediums. The problem is, in North America at least, Kéfir is an unknown product. People don't know what it is or why they would even be interested in trying it. Our goal was to answer one question. Why Kéfir?
SERVICES
Art Direction + Social Media Assets + Print Design + Copy writing
OUTCOME
A product awareness campaign for a blooming Kéfir market. The concept started with the idea of a food diary, and quickly grew into the dairy diary. What if our health-conscious target demographic was writing in a diary about milk or yogurt? Expanded into Instagram stories, Facebook ads, and short-form videos, we were able to expand the dairy diary across all platforms. There was also a print run to test local markets.
Why Kéfir?
Kéfir is unique in a lot of ways, with a lot of benefits similar to or better than milk & yogurt, but not many people know what Kéfir is. We wanted to focus on the benefits specifically to start with our fit and health-conscious consumers as the initial target of the campaign. Using similar textures to the bottle of watercolour art, we brightened the colours for a more modern look to appeal to a younger demographic.
Following around the web
Leaderboards, skyscrapers and big-box ads might not be the most exciting piece of the pie, but being able to retarget our consumers after seeing a Facebook ad or short-form video on the health blogs they are reading is just one more step to remind them what Kéfir is all about.
Drama lives in short form video.
Continuing the idea of a Dairy diary, what if the milk could talk back? What would the milk say and react? Drama like this is what short-form videos were made for. Youtube shorts, Tiktok, and Instagram stories, we've got them covered.
Print.
The print campaign is a large-scale version of the digital ads, that re-enforced the benefits of kéfir, to a more diverse group beyond our initial demographic of health-conscious consumers.
