We swim through a sea of information, every day. Sometimes there is a storm, never a lull, and the efforts to anchor and be safe have not been the goal we have been striving for for a long time. On the contrary, as a new, modern goal, speed has been imposed, making creative solutions “on the breath” and breastfeeding in all the challenges that lie ahead. What it is like to be at the head of the marketing sector of an FMCG company, but also how ideas are coming up that are still emerging from the depths today, the company’s marketing director tells us first hand Fun&Fit – Aleksandra Milačić Jelača.
To what extent is it difficult to be innovative in marketing campaigns today?
Today is an era of fast-paced events and short focus. The imperative to “be different” is more pronounced than ever before, and the efforts to catch the eye of the target group are great, and must be greater. As everything from life, even business, has spilled over into social networks, there is most often talk of news coming about brands. Everyone is free to give their judgment there, and it has been known for a long time that “the world cannot be pleased”. In any case, the challenge we are working on encourages us to take action even before the previous reaction, to move the boundaries and de facto – obligatory exit from the comfort zone.
The recent campaign “Literally for peanuts” caused an avalanche of positive comments on the networks. What makes this employer branding campaign different?
For the first time in our region, as part of a marketing campaign, the company and its creative agency are operating in symbiosis. The idea, which came spontaneously, was embraced by both sides because, on the one hand, we had the opportunity to make a strong teaser campaign and create an immediate brand awareness impact, and on the other hand, our creative agency offered employment opportunities to those involved. creative world and find. We were looking for someone who would fit the brand, but who would also fit into the agency team – Jumbo Container Mejkera who will create some great things together with the team in the coming period. I am extremely pleased that we managed to find the ideal person for an open position, but also successfully achieve other campaign goals.
The competition for a new member of the team who will work for peanuts was as transparent as possible, engaged and creatively “moved” the candidates. Why did you decide on this approach to employment?
We are aware of the difficulties that agencies have in finding staff. It is really not easy to find a person who matches the profile that agencies are looking for today. We knew that the campaign had to be different in order to attract the same person who would suit all parties and in order to, in a subtle way, send the message that working in advertising can still be very attractive. We aimed at an authentic campaign that will attract the attention of the target group, especially in times of information saturation. A month after the decision was made, we can say that we succeeded. We believe we will not stop here.
This campaign is a joint work of Fun & Fit and Konteent Media. How important is the synergy of the agency and the client on such projects? How can agencies partner with companies in the field of employer branding?
The prejudice is that companies and their chosen creative agencies should work with opposing views. On the contrary. These are two sides of the same coin, and it is extremely important to be in correspondence, the only way there are no unnecessary distractions in the creative process. As for the partnership in employer branding, it just depends on how unbridled your imagination is. Many great ideas can be born from that freedom, believe me.
Fun & Fit has launched another interesting campaign – Jumbo Always has a solution. What were you guided by when you decided to push the boundaries in access to consumers through this campaign?
We were guided by us as consumers. What would touch and move us, what is what we want to see, what is missing in the marketing sky… The result was imposed through the answers to our own needs, to the needs that surround us every day and voila! For every situation – JUMBO always has solutions. We decided to show it to everyone else.
What were the first reactions to the Jumbo campaign? There is always a solution and do you already see any results?
What our target group really liked were the personalized messages and the fact that everyone can identify with at least one of them. Since the approach is personalized, more precisely situational, many have found themselves in ours JUMBO solutions, while waiting for the bus, cruising the networks, studying or reading magazines. It is true that our goal was to reach people, and we know that this is extremely difficult nowadays. The campaign started relatively recently and is still spinning, so we will see the results.
Can we expect new surprises when it comes to Fun & Fit and your other brands?
Well, we’re just getting started. In fact, when you lead such an important moment for the company, you “get used” to the feeling of satisfaction that shakes your stomach, and praise from the side is not negligible. In this regard, yes, the Fun & Fit company will soon start a new campaign, and I can’t go into that in advance. It will be heard…
Source: Marketing Mreža by marketingmreza.rs.
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