Goals and objectives
The primary objective of the campaign was to ensure strong visibility for the Dr. Oetker brand during the highly competitive Christmas season.
The campaign aimed to showcase the brand’s wide range of baking products and inspire consumers with creative Christmas recipes. By demonstrating how to use specific products through engaging content, the campaign created demand—especially for unique items not commonly found on the market.
Another key goal was to communicate Dr. Oetker’s long-standing heritage and core values. As a family-owned business, the brand sought to differentiate itself from competitors by highlighting its rich history and commitment to tradition. The campaign aimed to foster a positive brand image and emotional connection with consumers.
Surprising Insights
One of the most surprising insights was the extraordinary video engagement. Nearly all users who read the native articles also watched the videos, and more than half watched them to completion. In some cases, users viewed the videos multiple times. These metrics far exceeded industry norms and internal benchmarks, highlighting the campaign’s ability to connect emotionally and visually with its audience.