Möllers x inzpire me

How Möller’s increased awareness by 41% among young adults (18-29)

+41%

increased awareness YoY

+24%

Increased consideration YoY

Ole A. Lakselv
Brand Manager
This campaign drove high engagement, crushing results at scale, with high reach in the target group. Ultimately, it drove a significant increase in key brand metrics in the campaign period.

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The challenge

As one of Norway’s oldest brands, Möllers has high awareness across the country. They’re now actively working to increase awareness and penetration among young adults to secure new customers and ensure further growth. This target group has been hard to reach because of their fragmented media usage and general attitudes toward advertising. Möller’s recognized they needed to diversify their media strategy to reach them. But because they’re considered a traditional brand that’s built up a lot of brand equity and emotional associations, it’s challenging for them to step too far out of what they’ve historically been known for. How could Möller’s create content that would not only broadly reach their target audience, but capture their attention and engage them too?

The strategy

Young adults are digital natives, and how they use media changes more quickly compared to older generations. While some social media platforms have seen usage among young adults decline, TikTok is experiencing huge growth. It’s now Norway’s fastest-growing social media platform for those between 18-29 years old, making it the perfect platform to test out. Instead of simply placing ads on the platform, Möller’s wanted to create native content with TikTok creators, to ensure the content matched the platform’s unconventional style. That’s why they decided to bring back a successful, nostalgic brand communication concept from the 90s — “Did you take too much Möller’s cod liver oil?” — and put it in the hands of creators. To make their brand more relevant to their target audience, Möller’s wanted the creators to put their own spin on the concept, in a way that preserved their brand integrity and associations.

The execution

Möller’s partnered up with inzpire me and OMD to leverage inzpire me’s expertise in influencer marketing and OMD’s paid media knowledge. For the campaign, inzpire me handpicked and activated a mix of 5 TikTok creators who had a following between 18-34 years old, with over 60% of them being located in Norway. Because raw, real content succeeds on the platform, the creators were asked to be as creative and personal as possible when reimagining Möller’s’ campaign concept. Using Spark Ads, OMD then amplified the creators’ content to maximize the reach and engagement in the campaign. They distributed the Spark Ads budget equally between all the TikTok videos, in order to analyze the results of each in a balanced way.

Words from the client

“Utilising inzpire me and OMD’s expert knowledge on content creator and paid activations, we were able to engage TikTok creators to create original interpretations of our brand communication concept, which were tailored to the TikTok community.”

Inzpireme Case study - undefined - illustration

Words from the client

“Utilising inzpire me and OMD’s expert knowledge on content creator and paid activations, we were able to engage TikTok creators to create original interpretations of our brand communication concept, which were tailored to the TikTok community.”