Brand strategy for FMCG brand

The bachelor thesis focuses on the issue of brand building in the FMCG segment in the digital environment. The aim of the thesis was to prepare a detailed media plan for brand communication of the studied brand and to formulate recommendations for future campaigns in the FMCG segment. The theoretical part analysed digital marketing in the context of brand building for the FMCG segment and emphasised the importance of the video format and the optimal distribution of investments between brand and activation communication. The practical part described the process of creating an online brand strategy for an FMCG brand. Quantitative point-of-sale research by CAPI method revealed low brand awareness and associations with competitor brands, including low loyalty to food products with an emphasis on price and сomposition. A pulsed media strategy approach was taken with a twice-yearly online communications proposal. In addition recommendations for other marketing activities were defined, with an emphasis on TV, influencer campaigns and Christmas content collaboration. The online media plan emphasised video formats, with platforms such as YouTube, RTB, Meta and online TV involved. Reach planner tools from platforms Display & Video 360 and Meta were used to plan media metrics. Evaluation of the campaign revealed lower reach (32.74% versus plan 39.7%), but a higher average frequency (9.37 versus 8.45). The difference between plan and final results was quite acceptable. The results were compared with other three campaigns from the same segment. The brand spot proved to be the most effective due to its lower cost per thousand impressions and longer video play time as it used a storytelling format. Brand awareness BrandLift on YouTube demonstrated a significant increase, particularly among the 18–24 and 45–54 age groups. It was also found that mobile device ad impressions contributed much more to the increase in brand awareness compared to other devices, hence the suggestion to add vertical ad formats for future campaigns. The appropriate approach to strategy and campaign evaluation were validated by industry professionals.