MaetMeals is a unique concept VokseVaerket has been working on for years. Around April, their efforts were put on the ultimate test with an official launch of the brand, requiring swift action from a marketing perspective in which to build crucial recognition, trust, and customer loyalty.
Working with extremely limited material, samples and on a tight schedule, this turned out to be one of the most difficult assignments yet.
Singlehandedly making a high-quality effort on social media without the option recruiting actors, influencers or crewmates proved to be extremely difficult. These constraints resulted in a vast majority of ideas to be scrapped, leading up to me focusing on making basic, proven ideas perform their absolute best.
Voksevaerket's approach an experimental “shotgun strategy” to complement Meta’s advertisement algorithm. This means they shoot bullets in multiple directions to see what hits. While this approach is fantastic for conducting market research, it’s needlessly difficult living up to this strategy, considering the constraints were drastically limiting my creative options.
As I had very clear core messages to relay to the audience, my first step was to brainstorm fundamental ideas. Afterwards, details would be formed around ideas respectively. Examples: Inspiration, formats, duration, emotional appeal, characters, conflicts… even a script draft made it in!
However, given the reality of my constraints, many of these were either impossible, overly ambitious or unsustainable. Instead, I focused on building on the realistically achievable ideas, with the hopes that careful execution would be enough to generate ideal results.
To get an advantage, I spent hours researching competitors and market trends, completely dissecting numerous ads, to make clear distinctions of good and bad practices. Afterwards, I went to build on storyboards, merging my initial ideas with my observations.
As you can see… there’s a lot of things to take into consideration. As a result, 65% of my time were spent on research and development on individual ideas. The animation, editing, corrections and production were executed in a couple of hours.
High ad exposure rates and a sharp increase in orders and sales indicates a clear legitimate success!
However, I don’t have access to accurate data to measure how ads performed individually. Ad success can easily be measured in exposure, however, sales generation cannot. Knowing which advert led the user to commit a purchase may paint a completely different picture.
Furthermore, MaetMeals made it to the news a few weeks after their marketing campaign! While it isn’t the first time they’ve made headlines, it’s a clear indication their product launch was an indisputable success!