In 2016, successful private jam maker Göbber commissioned Fluent 2016 to develop and implement a media and PR campaign for the launch of its new jam brand, Glück. The goal was to raise awareness of Glück quickly, both in the retail sector and among the target group, establishing it as a premium name in the highly competitive jam market.
To kick off the campaign, Fluent hosted a major PR event for over 100 journalists, bloggers and retail partners, which was accompanied by advertisements in trade magazines. After that, the brand soon extended its reach and built up a reputation through a TV and online campaign that was optimised for the target group. Innovative special advertising formats, cross-media cooperation, long-term product PR and blogger relations ensured there was additional attention and curiosity. The launch campaign was rounded off by targeted POS measures to activate customers as well as product samples.
The success of the campaign was confirmed by comprehensive brand and advertising tracking. Additionally, all paid media measures were optimised with regard to their effect on owned and earned media. First and foremost, however, Glück established a name for itself among retailers and fans in the shortest possible time and has been recording steady growth figures.