Fitne Collaborates with Pleng Music App to Reach 2.3 Million Customers
Fitne is a health beverage brand that is popular with young adults in Cambodia for its weight loss benefits and slimming purposes. Fitne was looking for an innovative campaign to promote its herbal tea range to the young adults segment and also become the first lifestyle brand to integrate targeted consumers’ choice of music entertainment through a strategic collaboration with Cambodia’s top music app, Pleng.
The ADA Approach
Fitne’s popularity had mainly been built from multiple advertising spots that contributed to the success of the brand becoming a household name. However, an analysis using XACT, ADA’s proprietary Data Management Platform indicated that Fitne’s target audience were more than just a health-conscious segment – they were also frequent streamers of music apps.
As part of the creative strategy to capture that segment of consumers, ADA helped Fitne implement an innovative mobile strategy in collaboration with Cambodia’s top music app, Pleng. The idea was to curate a playlist that could keep individuals engaged and entertained at different times of the day. Essentially, ADA created a Fitne BrandHUB on Pleng that was made up of three branded playlists:
- Morning with Fitne
- Sweat Time with Fitne
- Fitne & The Night
Each playlist consisted of 20+ songs that were carefully chosen to resonate with the target consumer’s consumption habits and also reflect Fitne’s youthful brand image.
impressions which amounted to 87k impressions daily
2x lower cost
than the cost per view (CPV) on Facebook
6,705 unique users
who listened to the playlists and added as favourite
19x more engaging
than 3 seconds video plays on Facebook