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Mentos, a leading brand in the confectionery industry, is known for its refreshing mints and candies available worldwide. The brand's latest offering, Incredible Chew, is designed to provide a unique and delightful chewing experience that appeals to a broad audience.
To create an engaging and immersive livestream campaign for Incredible Chew, Mentos strategically partnered with LIVAD, leveraging the power of its Rich Overlays model and creator network to reach and captivate their target market effectively.
Challenge:
By stepping into live streaming platforms, Mentos aimed to captivate candy enthusiasts and engage Gen Z to promote their innovative Incredible Chew — a chewy, long-lasting candy that offers a unique and delightful experience. Nevertheless, traditional ad display methods could encounter challenges in effectively capturing the product's distinctive appeal.
Solution:
To accurately demonstrate the unique chew's appeal, LIVAD's creative team custom-created an engaging animation that precisely embodied the unique texture, delightful chewiness, and long-lasting effect of Incredible Chew. In between the animated teeth mimicking chewing motion on the screen, the candy-like "Loooong Lasting" text stretched in and out horizontally, along with the Mentos logo in the upper-right corner, wittily referring to the chewy and long-lasting nature of the product, in a way gamers appreciate. Leveraging LIVAD's premium creator network, Mentos partnered with 13 creators to ensure broad audience reach.
Impact:
The campaign proved to be a massive success! With 667K views with a 100% completion rate, the campaign achieved an outstanding 2.84% click-through rate (CTR) and the collaboration involved 13 creators who spread the word across 29 games.
Reach your target audience with fun and engaging virtual experiences, start today.
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