CHALLENGE
„Klaipėdos maistas“ approached us with the goal of putting greater focus on its BRIZ and IMI IR GRILINI product lines during the summer season. The main communication challenge was to authentically and playfully capture the unexpected changes to summer plans that people encounter while on holiday or enjoying their free time, and to show that BRIZ and IMI IR GRILINI are there to help in exactly those moments.
To bring this idea to life, we created the „Chaotiškai smagios vasaros BINGO“ campaign – a playful concept that turned everyday summer moments into a bingo board, with each square representing a relatable summer scenario. This format allowed us to naturally integrate the products into familiar, humorous everyday moments and present them as a natural part of summer.
The main goal of the campaign was to increase awareness and reach of BRIZ and IMI IR GRILINI products among the target audience during the summer season.
ACTIONS
The creative BINGO concept was developed into a consistent content strategy across Meta, TikTok and YouTube. The content followed a cohesive visual narrative – summer mishaps were portrayed in a light, chaotic and humorous tone, while the products were naturally integrated as the “rescue” solution.
The campaign communication was further strengthened by two influencers, helping us reach the audience organically, and two UGC creators, whose content was used across both organic and paid communication on all channels. Additionally, two competitions were organized during the campaign to encourage audience engagement and content sharing.
Throughout the campaign, the content was supported by paid advertising across Meta, TikTok and YouTube, aiming to maximize audience reach.
RESULTS
The BINGO campaign achieved a significant reach across all four channels. In total, it generated 10.52 million impressions, while Instagram and Facebook alone reached nearly 2 million unique users.
Meta channels delivered strong results across both platforms. Facebook reached 1.1 million users and generated 2.1 million impressions, while Instagram reached 875,000 users and generated 1.73 million impressions.
TikTok was the most effective channel in terms of impression volume. The platform generated 5.96 million impressions, accounting for more than half of the campaign’s total impressions. This result was achieved at the lowest cost per impression among all channels.
YouTube was the most expensive channel in terms of impressions, but it stood out for content quality. The platform generated 725,000 impressions and nearly 80,000 fully viewed (TrueView) videos. This indicates that viewers chose to watch the content in full rather than skip it.
These results demonstrate that the chosen creative concept successfully addressed the initial challenge and strengthened awareness of BRIZ and IMI IR GRILINI among a broad audience during the summer season.
