Flint is a wheat-and-rye crouton snack known for bold flavors. With over 20 years in the salty snacks category, the brand has consistently held a leading position. This case shows how systematic media activity helps maintain brand awareness while reaching over 80% of the target audience.
Challenge
The snack portfolio targets closely related audiences with subtle differences in media behavior, including younger consumers. Changes in the market environment required a rapid rethink of planned media activity. Certain product associations tied to specific events became ineffective, prompting a shift toward more flexible communication scenarios.
The strategy prioritized products and formats that could perform consistently under changing conditions, allowing the brand to maintain presence and engagement without relying on event-based triggers.
The snack category is highly competitive, which requires balancing maximum reach with sufficient contact frequency. Video placements played a key role, delivering stronger results in building and sustaining product awareness.
The primary media objective was to reach at least 60% of the target audience for each product.
Implementation
Video-Led Reach and Engagement
We used YouTube reach-optimized formats and short Bumper ads, supported by in-stream video placements on high-traffic entertainment and cinema platforms. To engage younger audiences, we activated rewarded video in mobile apps, benefiting from both high engagement and low ad clutter. As a bridge between video and display, we also deployed in-page placements, including Sticky Video formats.
Frequency Building and Visibility
To increase contact frequency while maintaining cost efficiency, we applied a split display approach. Alongside standard GDN formats, this included high-impact desktop and mobile placements such as catfish, full-screen, postitial, and post-call ads in messaging environments. These formats ensured strong visibility and helped avoid banner blindness.
Social Media Distribution
Facebook and Instagram played a key role in the media mix. We used video and feed-based display formats to support both reach and engagement.
Cross-Device Delivery Logic
We avoided artificially splitting delivery between mobile and desktop. Instead, platforms optimized delivery based on actual audience media consumption, with mobile naturally accounting for the majority of impressions.
Campaign Scale and Frequency
Each of the three communication waves reached over 80% of the target audience, with an average frequency of 4.5 impressions per user, ensuring strong awareness without overexposure.
Campaign Results
The campaign delivered over 80% audience reach across all products, maintaining an average frequency of 4.5 impressions per user.
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