Savencia elevates brand awareness for St Môret cheese with an attention-focused strategy

Context of the campaign

St Môret, a well-known brand in the FMCG sector part of the Savencia group, aimed to increase brand awareness and capture attention across Europe, particularly in France. The campaign focused on highlighting the versatility of St Môret cheese in various recipes, targeting a broad audience interested in cooking and healthy living.

Innovative Activation Strategy

St Môret benefit the Dailymotion Attention Program to strategize its campaign. It involved regular preroll ads, animated stories, and an interactive carousel. The campaign was designed to maximize engagement and measure the effectiveness of the creative formats on user Attention.

Attention-Driven Video Experiences

The campaign utilized multiple high-impact formats, all tested and optimized on Attention leveraging Lumen eye-tracking panels:

• Regular Preroll: Standard video ads highlighting the product.
• Animated Story: Engaging video content showcasing three different recipes using St Môret.
• Interactive Carousel: A format emphasizing brand elements and sequencing key messages, encouraging interaction.

A Resounding Success

The St Môret campaign exceeded performance benchmarks, achieving high viewability and extended attention time. The interactive carousel format proved effective in capturing audience attention and enhancing brand recall. The campaign’s success was driven by its creative strategy, which emphasized the versatility and health benefits of the product.

This successful campaign underscores Dailymotion’s commitment to innovative digital marketing strategies and its ability to effectively engage and capture attention of a wide audience.