Across Borders: Digital Marketing in an International Context
This event has already taken place. You can find upcoming events here.
We are living in a globalized world. That is just one of many reasons why you should take your digital marketing across borders. How? Find out at our next DEPT® Talks Live.
Whether you are a start-up or an established player in your market, sooner or later you will find yourself looking to attract new customers and grow your business outside of your country of origin. After all, the internet has made the world a so-called “global village” and with digital marketing it is easier than ever to reach people across borders. Just how do you go about it? Our speakers know and they are happy to share their experiences, insights and knowledge with you.
Here you can find the recording
Across Borders: Digital Marketing in an International Context
Datum
09. September
Uhrzeit
17:00 – 18:30
Location
#homeoffice
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Make beauty fun – with a colourful Roblox Experience for Gen Z and Alpha – fundraising for LGBTQ+ communities
Fashion, Retail & Culture
Essence’s «FUN PARK» on Roblox is a groundbreaking Metaverse initiative that merges fashion, culture, beauty, and virtual reality, resonating with Gen Z and Gen Alpha audiences. This immersive digital gaming platform doubles as an engaging retail experience, embodying essence’s commitment to LGBTQ+ inclusivity, sustainability, and diversity. The game’s environments, including Pink Beach, Turtle Island, and Gray City, reflect the brand’s ethos of inclusion and diversity. But it’s more than a fashion retail space; it’s a Metaverse journey that also addresses social issues like LGBTQ+ awareness and inclusivity, with fundraising efforts woven into the vibrant, adventurous experience. essence’s foray into the Metaverse sets a forward-thinking model for retail and fashion, demonstrating innovative ways for brands to authentically engage with consumers in a socially-driven, digitally-native landscape.
Takeaways Fashion, Retail & Culture
This Metaverse showcases a transformation in the retail and fashion experience, capitalizing on the metaverse to engage the younger audience while promoting an inclusive environment.
By integrating the LGBTQ+ support within the Metaverse fashion experience, it paves the way for brands to not only provide entertainment but also influence the audience positively on societal issues.
The use of such inclusive virtual platforms for fundraising accentuates a shift towards digital philanthropy, creating strong brand resonance within young target demographics.
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‹make-up› channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience «essence FUN PARK».
«We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.» – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
The Challenge
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
The Aim
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‹make beauty fun›.
The Solution
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‹essence FUN PARK› – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
Why Roblox?
The platform’s user statistics speak for themselves:
- With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
- 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
- The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
- Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
- In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.
The Implementation
Two aspects were pivotal for the successful launch of ‹essence FUN PARK›:
- Playing by the rules of the platform
With a clear focus on an authentic, user-centred gaming experience. - Game structure and mechanics based on the brand values
The essence brand values, such as ‹cruelty-free› and ‹diversity›, are subtly woven into the game and improve the experience.
The Game
At the heart of the ‹essence FUN PARK›, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world «Ocean Detox» await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‹essence FUN PARK› underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‹essence coins›, players can acquire everything they need, such as paint tools or stylish avatar items from the ‹Chic Chamber›.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‹Pick up & Delivery› and ‹Plant & Grow› quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‹Make beauty fun‹ has been brought to life.
Play essence FUN PARK here!
Questions?
Director Web3 & Partner
Jan Gutkuhn
Make beauty fun – with a colourful Roblox Experience for Gen Z and Alpha – fundraising for LGBTQ+ communities
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‹make-up› channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience «essence FUN PARK».
«We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.» – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
The Challenge
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
The Aim
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‹make beauty fun›.
The Solution
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‹essence FUN PARK› – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
Why Roblox?
The platform’s user statistics speak for themselves:
- With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
- 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
- The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
- Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
- In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.
The Implementation
Two aspects were pivotal for the successful launch of ‹essence FUN PARK›:
- Playing by the rules of the platform
With a clear focus on an authentic, user-centred gaming experience. - Game structure and mechanics based on the brand values
The essence brand values, such as ‹cruelty-free› and ‹diversity›, are subtly woven into the game and improve the experience.
The Game
At the heart of the ‹essence FUN PARK›, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world «Ocean Detox» await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‹essence FUN PARK› underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‹essence coins›, players can acquire everything they need, such as paint tools or stylish avatar items from the ‹Chic Chamber›.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‹Pick up & Delivery› and ‹Plant & Grow› quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‹Make beauty fun‹ has been brought to life.
Play essence FUN PARK here!
Questions?
Director Web3 & Partner
Jan Gutkuhn
Make beauty fun – with a colourful Roblox Experience for Gen Z and Alpha – fundraising for LGBTQ+ communities
Game or Application
Essence’s «FUN PARK» on Roblox is a pioneering venture combining PR, advertising, and gaming, catering to the dynamic preferences of Gen Z and Gen Alpha consumers. This innovative gaming experience goes beyond conventional methods, integrating beauty, play, self-expression, and inclusivity into the gaming world. It serves as an engaging platform for younger generations to connect with a style that resonates with them, while also acting as a means for essence to demonstrate its commitment to LGBTQ+ communities, enhancing its societal impact. The game’s inclusive, vibrant aesthetic reflects this dedication. More than just an advertising medium, essence’s gaming initiative offers a meaningful and relatable engagement platform, elevating the brand’s presence in the digital and social landscape.
Takeaways Game or Application
The Essence Roblox game provides an innovative route to engage with the Gen Z and Alpha audience within their digital leisure sphere while promoting an inclusive and accepting space.
The gaming experience prioritizes brand involvement in societal issues, addressing LGBTQ+ solidarity, and infusing the need for change within the young community.
The use of a gaming platform for fundraising demonstrates a forward-thinking approach to brand positioning and audience engagement.
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‹make-up› channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience «essence FUN PARK».
«We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.» – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
The Challenge
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
The Aim
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‹make beauty fun›.
The Solution
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‹essence FUN PARK› – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
Why Roblox?
The platform’s user statistics speak for themselves:
- With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
- 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
- The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
- Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
- In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.
The Implementation
Two aspects were pivotal for the successful launch of ‹essence FUN PARK›:
- Playing by the rules of the platform
With a clear focus on an authentic, user-centred gaming experience. - Game structure and mechanics based on the brand values
The essence brand values, such as ‹cruelty-free› and ‹diversity›, are subtly woven into the game and improve the experience.
The Game
At the heart of the ‹essence FUN PARK›, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world «Ocean Detox» await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‹essence FUN PARK› underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‹essence coins›, players can acquire everything they need, such as paint tools or stylish avatar items from the ‹Chic Chamber›.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‹Pick up & Delivery› and ‹Plant & Grow› quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‹Make beauty fun‹ has been brought to life.
Play essence FUN PARK here!
Questions?
Director Web3 & Partner
Jan Gutkuhn
Make beauty fun – with a colourful Roblox Experience for Gen Z and Alpha – fundraising for LGBTQ+ communities
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‹make-up› channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience «essence FUN PARK».
«We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.» – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
The Challenge
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
The Aim
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‹make beauty fun›.
The Solution
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‹essence FUN PARK› – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
Why Roblox?
The platform’s user statistics speak for themselves:
- With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
- 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
- The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
- Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
- In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.
The Implementation
Two aspects were pivotal for the successful launch of ‹essence FUN PARK›:
- Playing by the rules of the platform
With a clear focus on an authentic, user-centred gaming experience. - Game structure and mechanics based on the brand values
The essence brand values, such as ‹cruelty-free› and ‹diversity›, are subtly woven into the game and improve the experience.
The Game
At the heart of the ‹essence FUN PARK›, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world «Ocean Detox» await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‹essence FUN PARK› underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‹essence coins›, players can acquire everything they need, such as paint tools or stylish avatar items from the ‹Chic Chamber›.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‹Pick up & Delivery› and ‹Plant & Grow› quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‹Make beauty fun‹ has been brought to life.
Play essence FUN PARK here!
Questions?
Director Web3 & Partner
Jan Gutkuhn
Just Eat first launched its now famous tagline ‘Did somebody say…’ back in 2019, with a widely applauded brand campaign targeted across Europe. It raised the game a year later, collaborating with Snoop Dogg to put the brand firmly on the cultural map and secured the brand sonic a place in everyday language.
Fast forward to 2022, following a merger to become Just Eat Takeaway.com (JET), the leading online food delivery marketplace had the opportunity to take ‘Did somebody say’ global for the first. time. ever.
1.2 bn
total impressions
259m
total earned impressions
124k
total mentions
Enlisting pop sensation Katy Perry as the new face of the campaign, it wanted to spread joy across 17 markets in 21 different languages.
DEPT® was appointed as the lead digital agency to extend its iconic TV commercial into online and social channels, helping to cement ‘Did somebody say…’ as a ubiquitous slogan around the world.
Fantastical food world
Spreading joy sits at the heart of the refreshed campaign, which celebrates the excitement and anticipation that’s felt when the idea of ordering food is suggested, while highlighting JET’s capability to supply food that satisfies every craving.
The music video-inspired TV commercial (TVC), created by McCann London, introduced Katy Perry’s fantastical food world, emphasizing the huge range of cuisines and meals available on the food delivery app.
It was DEPT®’s job to translate and extend the “feeling of joy” and “doorbell moments” of Katy’s world into online and social channels, with overarching objectives to:
01 Increase top of mind awareness (TOMA) globally
02 Increase positive brand sentiment by spreading joy
Setting the strategy
To deliver on the brief, we recognized that digital executions of the campaign had to not just match, but build upon the world created within the TVC, while retaining all of its original joy.
So, we defined three core things our strategy needed to do…
THE WHAT – DELIVER JOY
Joy is a feeling, not an identity
In the very first ‘Did somebody say…’ TV ad, the thought of ordering takeaway is triggered by watching television. But that’s only one of many possible triggers to order take out. It can be when something good happens, when something bad happens, or simply when nothing happens. Our strategy needed to lean into the myriad of ways to evoke that “doorbell feeling”, and make JET the synonymous solution for ordering in when those cravings strike.
THE HOW – A GLOBAL SOLUTION TO LOCAL CHALLENGES
17 markets, each with their own challenges
Taking the ‘Did somebody say…’ campaign global for the first time ever presented a series of new challenges. Creating thousands of assets in 21 different languages, for use across multiple platforms, meant we needed a flexible mechanic that could be tailored to local market priorities, in order to efficiently build creative that was platform-first, easily translatable and distinctively JET.
THE WHO – FOR ALL
If you eat, then you could be a JET customer
The broad awareness-focused campaign objectives meant that we needed universally relevant creative that appealed to a large majority of the category to help build TOMA, drive positive brand sentiment and, ultimately, spread joy.
We unpacked the TVC world into different, distinctive brand elements that we could leverage and weave throughout our digital-first creative to maintain consistency:
01 Put the talent, Katy Perry, front and centre
02 Utilise the power of the track, especially for ‘sound on’ environments
03 Dial up the brand sonic ‘Did somebody say…’ to drive recall and fame
04 All situated in an entertaining, ownable world that is distinctive to JET
Knowing we had limited time to capture social content in and around the main TVC recording, we were prepared to react fast, be adaptable, and work to what we knew Katy Perry fans and JET audiences would positively respond to.
We defined the key creative and production elements that would fuel our ways of working on set in LA, and ensure our content and assets were hyper-relevant to the platforms being utilized:
01 Minimal narrative, maximum impact
02 Fully immersive point of view and transitions
03 Hypnotizing editing techniques
04 Simple messaging, unique platform-first shots
05 Nostalgic and culturally relevant references
Treatful teaser
Our campaign ideas were structured into three core phases: tease; launch; sustain.
The aim of the tease phase was to drive hype and mystery around Katy Perry’s upcoming collaboration with JET.
We wanted to keep our audience on their toes and the edge of their seats. We utilized Katy Perry’s fan army to fuel the fire of speculation by leaking a mysterious sneak peek into the collaboration, without giving away too much of the track and TVC.
Amplify and accelerate
For the launch phase, where we amplified the TVC across all digital channels to drive users to discover the track, we understood that audiences are super savvy. They can tell straight away if they’re being sold to, often within the first second, forcing them to tap or scroll away.
So our aim was to capture attention first, then share our message. This is where our predefined creative and production elements shone, ensuring distinctiveness and consistency to help increase positive brand sentiment.
We put the talent front and centre as planned, capturing 10 unique, social-first edits on set; facilitating a clear connection between the TVC and the first phase of the digital and social launch, while bringing JET’s audience closer to the action at Katy’s ‘home’.
Our aim in sustaining the momentum of the launch was to drive talkability of Katy Perry and the ‘Did somebody say…’ platform, beyond the TVC.
To further amplify the feeling of joy, we extended the campaign by creating 12 globally relatable, social-first scenarios across a five-day shoot.
The scenarios depicted more of the everyday possibilities to create “doorbell moments” and drive home the message that JET is the answer to any ordering-in situation; from having too much washing up, to moving house, or simply running out of snacks.
We also leveraged JET’s AR lens that helped bring the TVC to social in a fun and engaging way, using it to help fuel TikTok remakes of the ad and bringing it to the top of consumers’ minds in an entertaining way.
Fuelling global efficiency
We rolled out thousands of motion and static performance assets and accompanying copy for the global campaign, hero-ing Katy as well as the wide range of cuisines and meals available from JET’s app.
And we delivered a series of broader digital assets including social headers, GIFs for inclusion in CRM, and on-site assets.
To effectively and efficiently create these in 21 different languages for 17 markets, we leveraged Lightspeed, our proprietary creative automation tool.
Lightspeed combines a data feed containing all content (footage, images, copy, translations, logos), with a library of AfterEffects and HTML templates built based on the needs of different JET markets. The assets are delivered to our proprietary front end tool, allowing JET’s internal teams across each market to review, feedback on or approve each individual asset.
Once signed off, Lightspeed plugs into various ad manager APIs, allowing assets to be set up based on the business needs of that market, all in all streamlining the process and enabling us to produce, deliver and launch thousands of creative assets in hours rather than weeks.
Tasty campaign highlights
‘Did somebody say…’ featuring Katy Perry achieved incredible results across digital channels, driving 1.2 billion impressions globally and achieving above benchmark results across multiple brand lift studies, social listening and in-flight metrics for measures like ad recall, view through rate and message association.
Twitter dominated mentions throughout the whole campaign, accounting for 75% of the total. Sentiment was predominantly positive (59%) with only 13% negative mentions.
Our purpose-built, social-first creative drove conversation and global TOMA on TikTok’s ‘sound on’ environment, gaining an average (and higher than benchmarks) 7.5% uplift in ad recall across all markets, as well as an average 5.6% increase in brand association.
Brand awareness shifted in most markets, with the Netherlands seeing a particularly high increase of 6.9% and 2.2% in Germany. We also secured an average view through rate of 24.8% across all markets.
To launch our new brand campaign featuring Katy Perry, we felt it was the perfect time to also launch TikTok across multiple markets. We focused on developing creative with DEPT® that we knew would resonate and drive cut-through on a platform like TikTok, putting Katy Perry and our brand front and centre with the perfect sound-on creative. We are really happy to see such impressive results, showing shifts in many different areas across brand association and awareness as well as above benchmark results across multiple different platforms
Richard Burgess, Global Principal for Brand Digital and Social Media at Just Eat Takeaway