Besides the online ads of Milka Alpine Tour had an important role the Milka brand site (www.milka.hu), where enquirers could get detailed program information and tour plan. The whole online communication campaign was worked out by neo, including the online communication strategy and the production as well. The speciality of the campaign took place in the second phase, after the general teasing period, when besides advertising on frequented, well-known portals neo used smaller regional sites, too, realizing a more specific reach in target audience. Thanks to this special mediamix the campaign reached outstanding click-trough rates: in the case of four media the CTR exceeded the 10%, moreover, there were 2 cases where the CTR was higher than 20%. Further advantage of using the regional sites was that it proved high efficiency both for cost per adview and for cost per click.
Milka Alpine Tour now in Hungary!
The beloved chocolate brand conducted a new promotion this August: the Milka Alpine Tour, offered diverse programs and activations for the entire family in five different locations of the country. Promoting the program set Kraft Foods used online media campaign, too.
Posted at 2007. 9. 21. 18:45