For Successful Marketing Campaigns that Start with Queen’s

How did an established juice brand manage to retain its audience’s attention and build on its previous success? With fresh creative concepts and a strategic approach, Queen’s once again proved to be an integral part of its consumers’ daily lives. In this case study, you will discover how we created content that reflects moments shared with loved ones, how we organized a giveaway that generated high engagement and user-generated content, and what key takeaways you can apply to your own business.

WHO IS QUEEN’S? – ABOUT THE CLIENT

Queen’s, part of the Maspex Wadowice Group, represents one of the largest food and beverage companies in Central and Eastern Europe.

The brand’s core values are high quality, health consciousness, optimism, and friendship. Its key product advantages include:

 

• A natural and healthy lifestyle
• Great fruit taste
• Optimism and friendship

WHAT WAS THE CHALLENGE?

Each campaign for the brand transports consumers into the comfort of their home environment or into shared moments with loved ones. We had already delivered a highly successful campaign under the slogan “But First Queen’s,” and this time the challenge was to build upon that success.

Our goal was to position the brand as a trusted companion in both the bold dreams and daily tasks of every consumer. While the first campaign focused on the individual and personal growth, the second campaign shifted the focus to shared moments.

THE CREATIVE IDEA

We created content that highlights everyday moments when we need energy and a good mood:

A walk with your pet, made even more enjoyable when you start the day with a smile and Queen’s juice.

Sunday brunch with girlfriends and the sweet conversations you share.

Work tasks that feel easier when you create the right atmosphere and begin with a positive mindset.

What do these moments have in common? In each situation, the brand plays a central role, accompanying consumers in their daily lives.

To make the audience part of these moments, we organized a giveaway offering a prize designed to fit naturally into everyday routines.

We chose a metal mug — practical and easy to carry anywhere. We developed three different designs, each featuring a distinct message linked to a specific life moment. This allowed every consumer to identify with the situation that resonated most strongly and participate for the prize that reflected their values. In this way, we not only generated high engagement but also strengthened the emotional connection between the audience and the brand.

The results followed quickly. Within the first hour, the giveaway generated over 120 organic comments. After paid promotion, it accumulated more than 1,000 comments, 1,400 likes, and 197 shares.

Although it was not a primary objective, we achieved something additional — some users shared their favorite morning moments with Queen’s in the comments. This allowed us to generate valuable UGC content, which we later leveraged.

We focused not only on creativity but also on ensuring that the campaign reached the right consumers, in the right way, at the right time.

CHANNELS WE RELIED ON

• Facebook
• YouTube

PLANNING, FORMATS, AND TIMING

The campaign included the following formats:

 

BANNERS

SEQUENTIAL VIDEOS (SEQUENCE VIDEO)

STORIES

REELS

PROMOTION OF THE NCP GAME

Through the Facebook game, users participated in a raffle for 50 coffee machines. During the campaign period, we generated over 4.2K engagements.

YOUTUBE – VIDEO AD SEQUENCING

To tell the story of both the characters and the brand, we relied on the Ad Sequencing format, similar to the previous Breakfast Vol. 4 campaign. This format allows us to deliver video ads in a specific order, similar to episodes in a series.

We began the sequence with the TVC and then followed with additional videos created specifically for the campaign. The advantage of this format is that videos are shown in a predetermined order. Each subsequent video is displayed only to users who have watched the previous one. By the end of the sequence, we are confident that we have reached the most engaged segment of the audience.

This format is particularly effective for storytelling and conveying emotion.

TARGETING / AUDIENCES

Drawing on our long-term work with Queen’s, we targeted the best-performing audiences while continuously adding new interest segments relevant to the campaign theme.

FACEBOOK

• The strongest-performing audiences were those interested in beverages, along with remarketing audiences. This clearly indicated that we were attracting the right consumers.
• We also included audiences interested in pets and time management, as well as lookalike audiences based on users who had engaged with the Queen’s page or website.

YOUTUBE

 

• We targeted users based on interests and habits, as well as those demonstrating recent purchase intent. Since one of the campaign’s objectives was to focus on life moments, we also leveraged targeting based on significant life events such as starting a new job or getting a pet. In Google Ads, these segments fall under “Life Events,” “In-Market,” and “Affinity” audiences.
• Additionally, we relied on proven product-related audiences, including keyword-based targeting, placements on relevant websites, and remarketing audiences built through our long-term collaboration with Queen’s — for example, users who had watched previous videos from the “Breakfast” campaign.

WHAT DID WE ACHIEVE? – RESULTS

Thanks to the variety of formats implemented, we achieved high brand recognition, successfully building on the previous campaign. Over a 30-day period, we reported the following results:

FACEBOOK

• 1,177,607 users reached
• 6,449,240 impressions
• Average frequency of 5.4 over 30 days
• Over 134,000 content engagements
• 2,310,644 video plays

YOUTUBE

 

• Nearly 1.7 million ad impressions
• Very low average cost per video view (CPV) of approximately $0.006
• 9,522 ad clicks — a strong result for a YouTube campaign
• View rate of nearly 52%

We also achieved additional engagement metrics that are uncommon in many campaigns:

• 13,538 Earned Views (when a viewer chooses to watch the same video again or another video on the channel)
• 61-80 Earned Subscribers
• 1,011 Earned Likes
• 61 Earned Playlist Additions (when a viewer saves the video to a playlist)