Kraken: Media Case Study
Kraken hired Awaken to create a comprehensive media strategy and campaign to recruit 25+ premium dark spirits drinkers through increased aided awareness and consideration of the Kraken trademark. This 6-month campaign was run across ooh!, Kayo, Foxtel Go, 10Play, 7Plus, Meta, Snapchat, Spotify, ARN, Cartology (Woolworths.com.au), and Google.
The campaign was set up with the three strategic goals of awareness, consideration, and conversion.
Awaken was also hired for production of the TVC and creative assets. These were used strategically within each layer of this media campaign.
Awareness: Designed to aid in an annual increase of unprompted awareness, utilising audio and video assets. Our media goals were completed views and listens (15”+), with a cost-per-completion (CPCV/CPCL) measure, and reach with a cost-per-thousand impressions (CPM) measure.
Consideration: This lower funnel activity was designed to drive action, and prompt a consumer to make a purchase. Our media goals were clicks to website, which is either directly to BWS or to the media landing page, with a cost-per-click-to-website (CPCW) measure.
Conversion: This activity was designed to drive immediate sales uplift, and consisted of promoted products on Woolworths. Our media goals were transactions, measured by return-on-ad-spend (ROAS)
The majority of the awareness layer was focused on video, targeting sports audiences, with a smaller percentage supporting out-of-home and audio activity. We put out 50 digital outdoor panels across 5 states, ran the 15” Kraken TVC across Motorsport and AFL placements, as well as during The Commonwealth Games streaming live and on-demand, and across Channel 10 and the 10Play ecosystem. For audio activity, we ran campaigns across Spotify and ARN.
For the goal of consideration, we utilised Meta, Snapchat, and Google Search to drive action after the initial awareness burst, and prompt a consumer to make a purchase. For Meta and Snapchat’s creatives we ran ads and a 15” TVC.
The conversion layer consisted of promoted products through Woolworth.com.au.
Our campaign results…
Awareness Layer:
Kayo, Foxtel Go, 10Play, 7Plus, Spotify and ARN all delivered under the KPI cost target with 10Play Premium Pause, 7Plus Bonsai ScrollX & Mobile Roadblock, Spotify Programmatic 15’& 30’ Audio, and ARN In Game Audio & Banner significantly overperforming.
10Play Premium Pause: CPM delivered 16.66% under the KPI cost target.
7Plus Bonsai ScrollX & Mobile Roadblock: CPM delivered 17.65% under the KPI cost target.
Spotify Programmatic 15’& 30’ Audio: CPCL delivered an impressive 60% under the KPI cost target.
ARN In Game Audio & Banner: CPM delivered an excellent KPI at 57.77% under cost target.
Ooh! fell short of projections, but the over-delivery of the previous channels closed the majority of the short-fall.
Consideration Layer:
Every channel in this layer performed excellently, far exceeding our KPIs.Meta: CPCW delivered 48.64% under the KPI cost target.
Snapchat: CPCW delivered 47.62% under the KPI cost target.
Google: CPCW delivered 32.73% under the KPI cost target.
Conversion Layer:
Cartology (Woolworths.com.au) under-delivered. This was due to a short time period of high conversions, but also high auction bids. We then made optimisations that greatly improved our ROAs, however, the campaign average never fully recovered. Nonetheless, the excellent performance of our awareness & consideration layers bridged the gap and made the campaign cost effective.
This 6 month campaign was a comprehensive and cost-effective way for the brand to reach their target audience and increase brand awareness. The multi-channel approach allowed us to reach this audience with diverse interests at multiple touchpoints throughout their day, over an extended time period.
