Just skip the morning after a wild night out
katerseinvater® makes every partygoer's dream come true: The Hamburg-based brand worked with nutrition experts and scientists to develop a supplement that uses electrolytes, vitamins, and amino acids to support the body's recovery.
Although partygoers are the ideal target audience for this product, legal regulations prohibit advertising it as a cure for the after-effects of partying. When communicating and formulating messaging regarding the potential consequences of a long night, specific precautions must be taken. Even though improved recovery through katerseinvater® is implied, it cannot be explicitly advertised.
Establishing the brand as a lifestyle product on social media
To drive this goal forward, we rely onclever communicationto convey the topic in a casual, target-group-oriented way without violating legal regulations.
Campaign Setup
Testing different formats: Statics vs. animations vs. UGC. The results show: All formats perform well. More importantly: a target-group-specific approach
Defining3 different anglesfor communication:
1. Social Sensation
Describing the social obligation or an event the day after the party to highlight the need for the product
2. Community & Crew
Partying with friends and sharing the product. Become the hero of your party crew
3. Lifehack
How-to videos showing how to stay fit the next morning with the help of the product
Cleverly formulating the effect throughdifferent messagessuch as:
“Skip the morning after!”
“The post-party pouch, reimagined”
Funny video concepts that users can relate to
Analyzing comments and feedbackfrom the community to draw learnings for brand messaging and adapt content
While we spent the first two weeks testing and learning, we were able toscale the account significantlyfrom the third week onwards, acquiring many new customers in the shop and hitting record sales one after another. We continuously test new messaging, formats, and concepts to achieve maximum performance.
Subsequently, we shifted ourfocus increasingly toward efficiencyto ensure the replenishment of katerseinvater® due to high demand
Legal hurdles in performance marketing can be an obstacle, especially for products that require explanation. Withsmart wordingandengaging creatives, we convey the messagein a legally compliant wayand set katerseinvater® apart from the competition as a lifestyle product to win new customers.
• Split-screen creatives have a particularly high scroll-stop rate
• Creatives with meme factor encourage the community to share, leading to free reach
• Referencing that the product was co-developed by experts is important, as it suggests efficacy. Expert proof creates credibility and trust.
Disclaimer:
For legal reasons, the brand has since been renamed to "(?) sein Vater®". However, the content of this case study remains relevant.
