Our tasks
- Maintain strong brand visibility for Millennium during the category's peak season and effectively reach the target audience amid intense competitive media activity and an exceptionally cluttered ad landscape, as the campaign coincided with Black Friday, Christmas, and New Year holiday periods.
Realization
- Given competitors' strong cross-media presence, with TV remaining one of the primary reach channels, the media strategy focused on delivering efficient audience reach at an optimal frequency. To maximize ad attention, the media mix combined formats that closely replicate the television viewing experience. The placement tactics combined multiple YouTube formats with Digital TV placements across eight OTT platforms, including Megogo and other leading streaming services. The effectiveness of the creative platform, used by the brand for three consecutive seasons, was monitored through Brand Lift measurements. The final measurement recorded a +5.41% increase in ad recall compared to Google benchmarks, confirming that the creative remained effective despite its long-term use.
124M
ad impressions over 5 months
79.9%
target audience reach
63.5%
brand awareness among chocolate bar category consumers during the peak demand season (Kantar TNS MMI 2025/4).
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