Hack videos + KK = true!

The fact that Decubal is a skincare range not just for children, but for the whole family, was the challenge Aller Media had to meet when Decubal fought for visibility. Not only did the campaign make the final in Aller Best 2020-Q3, it also generated sky-high page views.

When Key Account Manager Christine K. Rustad and the rest of the Aller Media team were tasked with creating a campaign for Decubal, they faced two challenges. Firstly, Decubal is only sold in pharmacies, not in other channels - and in pharmacies there is a battle for both shelf space and attention.

- Decubal is also perceived as a brand that sells creams for children, but they wanted to be seen as a brand that is for the whole family," says Rustad.

KK.no is right in the middle of the target group - and an obvious choice when Decubal wanted to reach women interested in skincare.

- In order to get maximum exposure during the campaign period and to create a common thread across multiple platforms, the KK.no universe was the optimal solution.

A three-part package solution

With the aim of increasing awareness, knowledge and loyalty to the Decubal brand, Aller Media opted for a solution where readers were given the opportunity to test the products themselves. The test pilot concept allowed readers to increase awareness and build loyalty, while creating content and insights for further collaboration.

- We used films to support the products' many uses, and premium articles on KK.no to increase knowledge and awareness. Links to pharmacies were also implemented in the cases to ensure opportunities for direct online purchases," says Rustad.

Through the campaign, readers got to meet Katarina Petrovic. She appeared in the hacks film clips to make the campaign appear credible and natural.

Pioneering work

The test pilot was a hit, with great enthusiasm among readers. The premium article was a success with 424 hours of active time, sky-high page views, low quick-exit - and great engagement from readers in the form of feedback. For the trick videos, the short hack videos, the results were fantastic.

- "It was one of our first campaigns where we used IGTV as a social media channel. It was new for KK and new for the readers, and the viewing figures were very good," says Rustad.

Both Decubal and the media agency were satisfied with the concept, execution and commitment of Aller Media.

- It must be fun when those involved say it "can't get any better"?

- True! It was especially nice to see that one of the products in the campaign was sold out during the campaign, which only ran at Aller Media.