Like: Successful Product Launch with Creative Content Strategy
Task
The objective was to strengthen the Like brand (formerly LikeMeat) in the German market and to increase awareness and engagement with its new product ‘LikeWowDöner’. It was essential to use both online and offline marketing strategies to reach a wide audience and increase brand awareness.
Challenge
The challenge was to develop a marketing strategy that integrated digital media to reach a wider audience while building an authentic relationship with the community.
Execution
The execution included producing creator content with Clemens Brock and featuring his face on the LikeWowDöner packaging. In addition, life-size standees of him were placed in German supermarkets. These initiatives were supported by precise media spend (Nielsen) and targeted media strategies, resulting in a 19% increase in online brand awareness (GfK).
Outcome
Through the creative co-creation strategy, Like increased its online brand awareness by 19% in six months and boosted sales of LikeWowDöner by 14%. Like now has over 120,000 followers and one million likes on TikTok, making it the most successful German brand for plant-based alternatives on TikTok and one of the most successful social media brands overall.
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@like_de Der Vadda auf unserem WOW-Event in Berlin! Wer von euch war auch mit dabei? @CLMNS BROCK #likeWOW #likemeat #likedöner #berlin #raw ♬ Originalton - LIKE
@like_de „Veganer feiern nicht, sie lassen die Sau raus!“ 🎉🎉 #likeWOW #likedöner #likemeat ♬ Originalton - LIKE
@like_de Döner macht schöner … hat bei Thorben auch geholfen 💕 @CLMNS BROCK Gewinne jetzt 1 von 3 Apple IPhone 14 inkl. einem LikeMeat Probierpaket! Mehr Infos in der Bio. #likeWOW #likemeat #likedöner ♬ Originalton - LIKE