Digital Campaign “#Something_Tasty”
Main Information
Description
In recent years, consumers’ tendency to choose healthy and natural food products has increased significantly. Kalleh, as one of the pioneers of the dairy industry in Iran, has always strived to create effective and lasting communication with its audience by using innovative marketing solutions. In this regard, a digital campaign for natural cheeses was designed and implemented with the slogan “#Something_Tasty”; a campaign that not only aimed to introduce the product but also sought to create an interactive and engaging digital experience for the audience.
Product Technical Description
Campaign Objectives
The main aim of this campaign was to increase audience awareness about Kalleh's natural cheeses and encourage them to choose these products as a healthy and delicious option for their daily diet. Moreover, by leveraging modern digital marketing tools, the campaign sought to interact directly with users and inspire their active participation in the online space.
Execution and Key Elements of the Campaign
This digital campaign, launched in autumn, was designed with a focus on Kalleh’s natural cheese range alongside increased demand for natural products, and centered on the slogan “#Something_Tasty”. The main platform for this campaign was digital media, especially social networks such as Instagram. The campaign's approach focused on creating sensory and mental engagement with the audience, inviting them to participate in conversations about their experiences with these products.
One of the campaign’s most appealing aspects was the release of a viral teasing video in the online space, aimed at arousing the audience’s curiosity and excitement to discover “Something Tasty”. Afterward, an educational motion graphic was published to familiarize the audience with participation methods and how to share their own experiences in the campaign.
Coherent and Consistent Content
During the campaign, the content strategy for the “Kalleh Cheese House” Instagram page was also revised and synchronized with the campaign’s themes. The design of posts, captions, hashtags, and stories was all carried out to create an integrated visual and content identity, which greatly contributed to audience attraction and brand message reinforcement.
Supporting Media
Although the main focus was on digital platforms, the “#Something_Tasty” campaign was designed as a 360-degree campaign, with its messages also being supported through other media such as outdoor advertisements, print, and even broadcast on radio and television. This media synchronization allowed the campaign to reach a wide range of audiences with various preferences and ages.
The Kalleh natural cheese digital campaign is considered a successful example of integrated execution in branding and digital marketing, as it managed to not only introduce the product to the audience with a pleasant and interactive experience but also to increase consumer trust and brand closeness.
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