Cases 21.05.2024

Via soups launched on social media with channel optimisation

Creative content Digital marketing Marketing communications Creative content Social media

How to create inspiring and goal-oriented campaign content in social media in accordance with the umbrella concept in a channel-optimised way? So that the content meets not only the marketing goals but also the expectations and requirements of the users. Read how HKScan solved this issue in the launch campaign for Via soups.

Dagmar has been HKScan‘s media planning partner for about ten years. In early 2024, the launch campaign for Via ready-to-eat soups paid even more attention to channel optimisation of social media advertising content.

In the channel in a channel way, valuing the interest of the target group

The aim was to create inspiring campaign content for Via in accordance with the umbrella concept in selected social media channels. The aim was to inspire the target group to become interested in new Via soups and try new products.

Dagmar developed the “Micro journey to the world” umbrella concept and campaign material created by an advertising agency into various social media content for Instagram, Facebook and TikTok advertising.

“The main concept is a great inspiration for channel optimisation. Based on it, we brainstorm materials that activate the target group and are visually interesting for different social media channels. Together with our digital designer, we optimise the content to work in the best way in each channel already at the design stage.“, says AD Kati Varkkola, Dagmar.

Content and media targeting in an agile and cost-effective way

Dagmar’s design team delivered the jointly designed, ready-made social media materials in-house to the team’s digital designer for advertising channel targeting. Copytexts, CTAs and headings were agile under the same roof and were reviewed together with the customer in sparring sessions.

The materials were designed to stand the test of time, so they can be reused later. Applications were considered extensively so that the ads also work on Via’s own organic social media channels and, for example, YouTube Shorts. In this way, the investment was cost-effective and the most useful was made of the materials. At the same time, the campaign image remained consistent and recognisable at different touchpoints.

Channel optimization of social media content yielded tastefully better results

Via’s social media campaign was implemented on Facebook, Instagram and TikTok in three two-week periods in early 2024 as part of a larger multimedia campaign.

“We ensured the successful commercial launch of Via soups by taking Finns on a micro-journey around the world with a multichannel launch campaign in February-March 2024. The social media campaign was an important part of the whole, and with the help of Dagmar’s team, we effectively reached the desired target group, with a special emphasis on young adults.
Via New Soups have been very well received, and our sales targets for soups have been exceeded. I am also particularly happy and proud that the advertising has been well-liked and aroused interest in trying out the products. All three new Via soups that were part of the social media campaign have tasted good to Finns, as evidenced by the high repurchase rate of the soups. This is a good place to continue!“, rejoices Laura Matilainen, Marketing Manager at Via.

Advertising content designed for social media channels performed better than average and exceeded estimates in all advertising metrics across all channels: the content received 61% more ad impressions than estimated and reached 30% more pairs of eyes than estimated.

Multiple creative allowed the campaign to play well without showing the same ad too many times to one person. In addition, the cost of advertising (CPM) was above average. The video content received the desired number of views, i.e. it was interesting, and the activating advertising elements garnered more reactions than expected.

According to the results, tailoring the material to different advertising positions brought more strength to the campaign. Social media advertising cost-effectively achieved the desired visibility and managed to speak to the target group.

Social media advertising content of Via’s campaign