Driving Norwegian Seafood Exports Through Paid Media
To increase U.S. exports, Seafood from Norway needed to reach millennial consumers.
Insight
Research revealed that millennials with young families were the ideal audience for Seafood from Norway, and that the beauty of its country as well as the delicious taste and health benefits of Norwegian salmon appealed to them.
Idea
Based on these insights, Padilla developed and executed an advertising program to target this group and boost sales in the U.S. A digital programmatic buy was the most effective way to reach our audience across devices. Using our data cloud, we zeroed in on this precise audience, based on their online and offline behaviors. We created a highly visual ad buy that incorporated connected TV, TikTok, Instagram influencers, paid social media, digital display, grocery store geotargeting, as well as in-store activations at key retailers. In addition to planning and executing the media buy, we developed the ads for social media, online display, grocery store targeting and in-store activations.
Impact
A creative impact study showed that Norwegian salmon had significantly higher aided awareness, purchase intent and first-choice share among our target audience. Export value of Norwegian salmon increased 46% in 2022, the most significant increase of any market, and was the third-largest market of all countries.
Results
46%
increase in U.S. exports
Top 3
country of U.S. exports
↑
purchase intent among target audience
Awards
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