Rekindling the love for Vondelmolen spice cake
Vondelmolen is the Belgian market leader in baking the most delicious spice cake. After more than 150 years, it’s time to revive the brand experience with the 50–64-year-old audience.
We set up a carefully targeted media campaign, focusing on creating a strong brand experience for the target group. Our main message? Vondelmolen spice cake gives you the power to shine, both mentally and physically, at any moment. Earlier, we developed a creative campaign built around two funny videos starring talking spice cakes. We used both videos as a hook in our brand-new media campaign.
Both stories show how you can outdo yourself with the natural Vondelmolen force. Our campaign headline ‘Haal het sterkste uit jezelf’ – loosely translated as ‘Unleash your inner strength’ – says it all. For our media campaign, we used these heart-warming videos as a refreshing angle.
To maximally engage our mature target group, we ran the ads on platforms that are popular with the intended audience, especially Facebook. Another important wave ran on Google Display, with banners on carefully selected websites like Tripadvisor, Meteovista and Wielernieuws. These websites were chosen because of their high visitation rates among active, mostly outdoor, people. Outdoor people value an active and healthy lifestyle, making Vondelmolen gingerbread a perfect fit for their daily habits.
With a mix of online ads, ranging from carousels to polls, we aimed to maximally engage the target audience and boost traffic to the Vondelmolen website. Our strategy worked like a charm. The campaign resulted in a high contact frequency for the target group. The various ads ensured high engagement, with the audience not only getting to know the brand better but also becoming actively involved in the campaign content. The choice of platforms proved effective, as they perfectly matched the interests and behaviour of the targeted 50–64-year-olds.
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