BUBKA convinced Lutti to re-orientate its communications approach by going completely digital. It’s a strategy fully focused on point of sale and online media – the shortest route for Lutti to having an impact on kids, youngsters and young professionals.
BUBKA has associated Lutti with parties for some time now. “It’s only a Party if Lutti comes!” is the light-hearted tagline for kids and a great excuse for Mum’s to spoil their children and give them a good time. Recently the brand got a boost from putting playful mascots on its packaging, and we went full-out with them online too.
Keyword research told us that consumers often look online for party ideas and terms like Halloween, piñata, decorations, pirates…these search terms were the ones we optimised on the completely new website and on social media.
With the website and social media we gave Lutti a ‘shift to digital’, and with a similar investment to earlier TV campaigns we hit a twentyfold increase in reach of better targeted contacts. The online campaigns also increase the engagement of Lutti fans and widen the user-database – good for another dose of low-cost high-impact in the future.