Category Scenario? (Max.

150 words)

Competitive and marketplace environment (main competitor, ad spend, market share and position, category
benchmarks, etc). What was going on?
Define success in your category.
Do not assume that all judges have extensive knowledge of the category.

MilkPak & Olper’s Cream are the major players in the branded cream category which, in 2016,
constituted a combined volume of 40 Thousand Liters per Day [1]. Nestlé dominates the category with
80+% market share.

The cream category is heavily skewed towards staple consumption which constitutes 52% of the usage
incidences, while sweet/savory ingredient and topping account for 31% and 17% incidences
respectively.

In 2015, the entire cream category grew by 25% due to extensive marketing and trade activities by both
Nestlé and Engro. However, the category witnessed a sharp decline of 24% in 2016 owing to the
emigration of heavy users i.e. Afghani expats.

In 2016, MilkPak’s Share of Spend (SOS) was 90% versus 57% in 2015, while Olper’s Cream had an SOS of
10% in 2016 versus 43% in 2015.

What were your strategic/communication challenges? (Max. 150 words)

Challenges faced / reason why the challenges emerged.

MilkPak, with its strong equity in staple consumption, is considered to be a traditional brand and it has
been an uphill battle trying to target its loyalists. Olper’s Cream had to find a niche segment where no
other brand operated.

Olper’s Milk has a strong brand equity and association in urban households which Olper’s Cream
decided to leverage on. The idea was to improve its association in baking/dessert-making (which makes
up for 50% of usage within the ingredient incidence). The challenge for Olper’s Cream was to
[1][1]
Source: Tetra Dispatches
differentiate itself in the minds of the consumer and position itself through a distinct, yet memorable,
communication.

What were your objectives? What were the Key Performance Indicators (KPIs) against your
objectives? (Max. 100 words)

Your entry may have one or all of the following objectives: A. Business, B. Behavioral, C. Perceptual/Attitudinal. State specific
goals and objectives for all of these that apply to your case, the targets sets and the measurement tools you planned to use to
measure effectiveness. Also, briefly explain why the objectives are important for the brand and growth of the business. List the
objectives in terms of priority.

The marketing objective was to be positively differentiated on the below-normalized imageries within
the cream category specifically:

 How “Innovative” the brand is

 usage for Special Occasions

The campaign objective was to capitalize on the untapped opportunity by pre-emptively creating a
platform that grants a presence on digital.

The achievement of these objectives was to be measured by the following KPIs:

 Innovation (increase by 100 Basis Points on normalized imagery)

 Can be used for special occasion (to remain the only positively differentiated brand on
normalized scale)

Define your target audience for the campaign? (Max. 75 words)

The target audience for this campaign were Pakistani urban females, aged between 18 to 35 years and
belonging Social Economic Classes (SEC) “A and B”. These females being digital savvy turn to the digital
world to search for recipes, baking tips and to learn cooking [2].

[2][2]
This target audience covers all elements of segmentation: Demographic, Geographic and Psychographic
What was your Big Idea? (Max. 25 words)

Create an engaging & interactive digital baking show; for those who were “born to bake”.
What was the insight that led to the big idea? (Max. 100 words)

Describe what led to your idea – e.g. a consumer or business insight, a data-driven insight, a channel insight, a
marketplace/brand opportunity. Briefly explain how the idea originated and how it addressed the challenge

The trend of advertising & selling via Facebook was gaining momentum as more and more home bakers
and small/specialized bakeries took to the online arena. Furthermore, searches for the keyword
“baking” had risen from 47 Thousand in 2014 to 71 Thousand in 2015 which represented a staggering
33% growth1. Understandably, the stage was set for Olper’s Cream to establish a unique digital identity
and do something truly disruptive!

Bringing the big idea to life? (Max. 150 words)

Describe and provide rationale for your communications strategy that brought the idea to life and how it addressed your
strategic/communications challenge?
How did your creative and media strategies work together to meet your objectives?
How did the channels work together?
All creative materials submitted on the 3-minute creative reel should exemplify the rationale described in this section.

 Applicants were shortlisted under the mentorship of renowned culinary specialists Naila Naqvi,
Raja Abdullah and Saman Ayub.
 Weekly episodes were hosted on the borntobake.pk website which showcased the 12 selected
contestants who were given challenges to be completed from the comfort of their homes.
 An online poll was conducted where people from all over Pakistan voted for the top 8
contestants who were then brought on set to compete in a series of tasks.
 A combination of Display and Social Media advertising, coupled with PR initiatives allowed for
reaching a wider audience and creating real-time conversations on social networks.
 An on-ground execution at the Karachi Eat Festival allowed fans to meet their favorite
participants and sample their recipes.
 The winner, Aqsa, was awarded an all-expense-paid trip to ICCA [4], to pursue her culinary goals
and prove that she was indeed “born to bake”.

1
Google Pakistan – Google’s Keyword Tool and Trends
[4][4]
The International Centre for Culinary Arts Dubai: http://iccadubai.ae/
RESULTS - How do you know it worked? (Max. 200 words)

The Born to Break campaign succeeded in achieving the following intended targets:

First, numbers on the following imagery statements improved:

 of “being innovative”, Olper’s Cream increased by 200 Basis Points (BPS)

 Olper’s Cream remained the only differentiated brand (versus other brands in the category)
with respect to “can be used for special occasions”

Efficacy of the campaign can be further appreciated by comparing the Born to Bake web portal with the
microsite for another EFL brand:

Metric Born to Bake KPIs[5] Multiple

User Votes 17,000 - -
Total Video Views 842,000 819,000 1.02x
Engagement Rate 18.2% 6.8% 2.7x
Total Social Actions 963,000 900,000 1.07x
Facebook Fans Recruited (Organic) 56,000 - -
Duration of Campaign 60 Days 60 Days -

Factors in the market place that helped derive the results.

Describe all other factors in the marketplace that aided the campaign to achieve the desired results. Judges are industry
executives - entries that omit pertinent information will be disqualified. You must answer this question or write “no other
factors”. Do not leave blank.

NONE

[5][5]
The benchmark in context is a microsite created for a consumer promotion of an EFL brand in the Specialized
Tea Creamers (STC) category