MNE
ENDolcela "Sweet Excuses"
Campaign to which the audience wrote content
Dolcela products are purchased before the holidays — and before the holidays, they all look perfect, at least on Instagram. The modern consumer knows everything about calories and diets: she scrolls fit recipes in the morning, eats cake in the evening. She's caught between two versions of herself — and she feels guilty just looking at the candy. Objective: to build the image of a modern brand that at that moment stands on the side of the consumer, not on the side of the child.
Branca Agency has created the platform sladkiizgovor.me — an exhaust valve for everyone who wants to "break" the diet. Visitors complete the sentence "Child, sorry..." and enter the prize competition, with Enjoyment — an AI tool that says in words of support #youhavecute. Our role as a performance team: to bring Montenegro to the platform — three times, in three waves related to holiday moments (Easter 2025, New Year, Easter 2026), with YouTube and Display campaigns for reach and Meta campaigns for sign-ups and conversation.
Preko 4 miliona impresija — 2,7 miliona na Google mreži i 1,3 miliona na Meta kanalima — u zemlji od 620.000 stanovnika. Video sadržaj je pregledan 1,8 miliona puta, a 94% gledalaca odgledalo ga je do kraja. A onda je publika preuzela kampanju: preko 570 učesnika javno je „raskinulo s dijetom" i podijelilo više od 3.700 izgovora. Uz to, 162.000 interakcija na Meta kanalima i hiljadu novih Instagram pratilaca samo u posljednjem talasu. Struka je potvrdila ono što su brojke već rekle — kampanja je nagrađena na NEURO Awards-u CIM Foruma u Kotoru.
“570 people publicly broke the diet. 3,700 excuses later, Dolcela wasn't a temptation-she was an ally.”