bubó Barcelona: seasonal campaigns planned like launches

Every date has its own window

• 1 commercial calendar to prioritise the moments that matter.
• Production made specifically for each campaign and product.
• Investment concentrated in the relevant decision window.

The challenge

In seasonal patisserie, the dates that matter concentrate buying decisions into short periods. The challenge was to switch communication on before each celebration and bring to the screen the detail of a product usually discovered in the shop window.

Each campaign needed its own calendar, creative and audience.

ALLÓ's strategy

We plan each date like a launch: we define its communication window, produce dedicated photography and film, and concentrate investment when the customer is deciding what to buy and where.

Between campaigns, we hold continuity with brand and seasonal product content.

What we did

• We prioritised the relevant dates within an annual commercial calendar.
• We created dedicated photography and film for each campaign.
• We ran paid media campaigns during each decision window.
• We held presence between peaks with brand and seasonal content.

The operating result

The main dates are run as complete campaigns, with calendar, creative, production and investment coordinated, instead of being treated as isolated posts on the day itself.