Baltic PR Awards 2012 Category: DIGITAL COMMUNICATION Organization: Alpha Baltic Client: JSC Rīgas piena kombināts Country: Latvia Project name: Pols Ice Cream Re-branding Campaign

1. Category: DIGITAL COMMUNICATION
Alpha Baltic (Latvia)
Pols Ice Cream Rebranding Campaign
Client: JSC Rīgas Piena kombināts
Summary
Pols ice cream brand experienced its renaissance as a result of the change of ownership of JSC “Rīgas
piena kombināts”; it was once again made of natural milk and cream, got a new packaging and a higher
price. In these circumstances it was important to strengthen the reputation of Pols, the traditional and the
most popular ice cream in Latvia, and to secure the consumers’ loyalty and its position in the market.
The rebranding campaign for Pols was based on two strategic directions and positioning: “childhood
favourite” and “everything connected with the (North) Pole”. Both these strategic directions needed
consistent and appropriate communication in the social media involving people, thus allowing them to
feel like a part of the Pols brand. Social media accounts were created from scratch, a competition called
“In search of Pols faces” and a race called “Run for Pols” was organised, and an interesting, and
interactive communication corresponding with the essence of the brand took place as a part of this
campaign. At the end of the summer, Pols has gained 3,953 friends and a high rating of the followers’
involvement.
Situation
Pols ice cream has been enjoyed in Latvia since 1971, and it is one of the most powerful brands in our
country. In the recent years, Pols has tried to compete in the low price sector, but the new owners
wanted to return to the initial recipe (from natural milk and cream), create new packaging and slightly
increase its price.
The basic objective of the communication concept was to involve people, allowing them to feel like a
part of the Pols brand; therefore, the activities in the social media became very significant milestones of
the communication campaign.
Objectives
• To secure Pols position as a “childhood favourite” and “a part of our common historical heritage”.
• Not only to tell and show, but also to involve people and make them a part of the Pols brand.
Pols ice cream is enjoyed by everyone between the ages of three and 103. An objective of the campaign was
therefore to address as broad a target audience as possible, primarily between the ages of 12 and 45.
Strategy
The entire Pols advertising strategy was based on two directions: “A childhood favourite” primarily,
and secondarily all associations connected with “Pols” – North Pole, polar bear, cold, snow and ice.
Both these directions are naturally characteristic of the Pols brand.
One objective of the media campaign was to adopt and implement a common brand strategy and
strengthen Pols’ position in the operational area of social media. Important activities during the
implementation of the strategy were:
• active participation in all the largest social media,
• ensuring interesting and interactive daily communication,
• publication of various Pols related news and activities on internet.
Execution
Implementation took place in 3 stages.
Baltic PR Awards 2012

2. Category: DIGITAL COMMUNICATION
• Campaign microsite and profiles in the four famous Latvian social networks (Facebook, Draugiem,
Twitter, YouTube) were created during the 1st and 2nd stage, between March and May. The “In search of
Pols faces” competition was announced, starting an active communication. Participants took their photo
holding Pols and uploaded it to the microsite, asking their supporters to vote. 40 people of different age
and sex were selected, placing their images on Pols advertisements around city.
• The 3rd stage took place from June to August. An “online to offline” adventure game called “Run for
Pols” was introduced, inviting people to run for Pols box at different times to various locations in Riga.
The location was announced using an 80-year old image inserted into the social media and on the Pols
microsite.
This campaign was implemented without the internet advertisement support, using only daily
communication in the social media and verbal marketing.
Documented Results
After-campaign popularity of Pols brand (GFK study) increased from 83% to 91% in the target
audience.
• Communication campaign generated 6,588 microsite visits with 46% of them being repeated visits.
• Total of 3,953 friends, fans/followers (Facebook 845, Draugiem 2602, Twitter 506) were gained during
the campaign in the Pols social media channels.
• 106 applications received for the competition of Pols advertisement faces, received 4616 votes.
• Monthly people involvement in the communication during the campaign “Run for Pols” in
average increased by 42% (comparison of June, July, August data). Approximately 33% were
involved in the communication (average rating of Facebook “Talking about this”) proportionally to
the fan number.
• Active involvement in the “Run for Pols” race lasting 41 days of the entire summer. Many people
awaited the announcement of the new location; many participants joined together, placing agents in
various city locations to reach the target faster. Fastest time: 3 minutes, longest: 45 minutes.
Baltic PR Awards 2012