Our core challenge was to promote Puck Labneh range, focusing on the product benefits with the aim to switch consumers of Turkish Labneh to Puck Labneh by introducing the full range in a light and fun way, making the situation relatable to the audience.
How can we find a hook to switch our consumers behaviour and convince them to choose Puck Labneh? Through engaging, light and fun creators’ content on Instagram and TikTok, we were able to have a campaign reach of 12.1mn with 9.4mn audience engagement, overachieving our set targets. This effort allowed Puck to grow ahead of the category and be the market leader in the Ramadan period (2 weeks after campaign ended) in both KSA and UAE.
Puck for UAE, KSA and OMAN
Our target audience is busy and is looking for convenient products/hacks to support her. What excites her the most is creative things that make her life easier.
With the use of our Arabic native and AI driven platform Sila, we have analysed the updates in the trends related to the conversation around labneh as well as consumption moments.
Our insights revealed that: Consumers engage with the content and the topic (Labneh), so we have the opportunity to leverage on engaging content, driving the conversation on Puck Labneh range to influence the audience on a concrete action.
Insights of consumption moments linked to the product showed that snacks is the biggest momentum, but also light dinner is increasing.
With Puck Labneh, you see moments in a different way.
Using our insights, we wanted to switch consumers behaviour and convince them to choose Puck Labneh variants by entering the new territory of a light dinner and own it, to differentiate the communication vs our competitors. This was done via engaging, fun and relatable video scenarios with 11 creators on IG + TikTok. We integrated a mix of cook and lifestyle creators who showed stressful and last minute situations that are turned in a different way with Puck Labneh.
The reach and impact is obvious, with a high engagement rate of 78%. This then translated with 1 viral video from our main creator, AfnanRecipes.
Those efforts lead to an after effect in the next month, where Puck grew ahead of the category and was the market leader in the Ramadan period in both KSA (+26% growth vs a category average of +17%) and in UAE (+82% growth vs a category average of +10%).