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Spreading Happiness of BORODIN: A Case Study on Mio Amore’s Successful Christmas Advertisement Campaign 2023
Mio Amore, a renowned bakery and confectionery brand based in Kolkata, India, launched a heartwarming Christmas campaign in 2023 to spread joy. The leading confectionery brand of West Bengal wanted to celebrate the spirit of giving and strengthen the bond with customers.
As the communication partner of the brand, Genesis Advertising was assigned the task of coming up with a strategy to fulfil this goal. This case study of Mio Amore’s successful Christmas advertisement campaign by Genesis explores the key elements, strategies, and outcomes, highlighting the impact on brand perception and customer engagement.
The Challenge
The confectionery market of West Bengal is one of intense competition. Especially during Christmas, every confectionery brand aims to hit the bullseye with stellar campaign ideas.
Our primary challenge was to come up with an idea that would differentiate the brand and make it stand out from the crowd. The creative team of Genesis Advertising underwent thorough brainstorming sessions to create the Mio Amore advertisement promotion campaign, which eventually turned out to be a huge success.
The Outcome
Theme and Messaging
Mio Amore’s advertisement promotion campaign by Genesis Advertising centred around the theme of sharing sweet moments. To establish the communication, we introduced a new mascot, SANTU CLAUS – the Bengali version of Santa Claus, which became a buzzword in town.
He resembles Santa Claus in the context of Bengal. He is depicted as a humble and gullible gentleman residing in one of the lanes of North Kolkata, but transforms into the Bengali Santa Claus to spread joy during the festive season.
Product Promotion
This case study of Mio Amore’s successful Christmas advertisement campaign by Genesis Advertising reveals that, as the communication partner of the brand, we played a pivotal role in promoting the Christmas special products.
A dedicated team was assigned to collect video footage and photographs of their special products across major stores in Bengal. With active cooperation from our creative team, we presented immaculate details of every product with impeccable visual representations.
The videos were promoted through LED screens in-store and on social media platforms like Facebook and Instagram. Mio Amore’s advertisement promotion campaign thus created huge engagement, eventually boosting sales volume.
SANTU CLAUS – The Film
An important part of the case study of Mio Amore’s successful Christmas advertisement campaign is the Christmas special DVC film created by Genesis Advertising. The film endorsed the iconic mascot SANTU CLAUS, performed by veteran actor and comedian Mr. Ambarish Bhattacharya.
Promotional Activities
At Genesis, we employed a multichannel approach to promote the Christmas campaign, leveraging both mainline and digital marketing mediums. Our case study of Mio Amore’s successful Christmas advertisement campaign reveals that the creative team utilised various social media platforms and outdoor advertising to reach a wide audience and generate excitement around its festive offerings.
Every store across Bengal was decorated with eye-catching danglers, wobblers, and installations. The streets were adorned with gantries, pillars, and cut-outs of SANTU CLAUS to amplify the excitement even more. At Genesis Advertising, we designed every exhibit with utmost perfection.
Veteran actor and comedian Mr. Ambarish Bhattacharya was selected to play the role of SANTU CLAUS for DVC films. He himself visited a few stores on the occasion to communicate and engage with people. All the cumulative efforts contributed to taking the Christmas advertisement campaign by Genesis for Mio Amore to a different dimension.
The RESPONSE
Increased Sales and Footfall
The case study of Mio Amore’s successful Christmas advertisement campaign shows a significant boost in sales volume by increasing footfall across its outlets. The alluring products, coupled with effective promotional efforts implemented by Genesis Advertising, influenced customers to buy, resulting in generating huge revenue.
Enhanced Brand Loyalty
The communication of Genesis Advertising integrated the values of sharing, generosity, and togetherness. The case study of Mio Amore’s successful Christmas advertisement campaign shows that the brand was able to strengthen the connection with customers to increase brand loyalty. The campaign resonated with consumers on an emotional level, reinforcing Mio Amore’s position as a brand that cares about creating meaningful experiences.
Long-term Impact
Beyond immediate sales and engagement metrics, Mio Amore’s Christmas campaign by Genesis had a lasting impact on brand equity and customer relationships. The goodwill generated during the festive season laid the foundation for continued patronage and advocacy among consumers.
The case study of Mio Amore’s successful Christmas advertisement campaign showcases that it exemplified the power of storytelling, community engagement, and strategic marketing in driving business growth and building brand affinity. Apart from the huge success of the campaign, Genesis Advertising established the fact that effective communication through innovative ways can make a brand stand apart.
Numbers
The DVC film starring veteran actor and comedian Mr. Ambarish Bhattacharya received:
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Lakh+
reach on Facebook
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Lakh+
views on Facebook
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Lakh+
views on Instagram
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lakh+
reach on Instagram
Numbers
The DVC film starring veteran actor and comedian Mr. Ambarish Bhattacharya received:
0
L+
reach on Facebook
0
L+
views on Facebook
0
L+
views on Instagram
0
L+
reach on Instagram
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