Intro
Schär is a global leader in the gluten-free product category, setting the highest quality standards for people living a gluten-free lifestyle for decades. The brand is defined by expertise, warmth, and approachability, with a strong focus on safety, nutritional balance, and outstanding taste.
The Schär Quality campaign in Croatia was an ideal opportunity to further highlight what makes Schär unique: ingredient quality, team expertise, and a transparent production approach. The digital campaign was designed to convey this story in an educational, interactive, and engaging way.
Brief
The secondary goal was to collect high-quality leads through an interactive quiz and registrations, building a strong and relevant user funnel. The quiz served as a tool for education and entertainment, allowing users to explore Schär’s quality philosophy in a simple and engaging way and convert that knowledge into concrete action and long-term brand connection.
Highlights
Brand Strategy
At the heart of the communication were key brand figures:
- Ana, a master pastry chef creating gluten-free delicacies
- Kathrin, a nutritionist ensuring nutritional balance across products
Through their storytelling, the campaign highlighted the attention paid to every ingredient, recipe, and product. The quiz was used as the main tool for interaction, education, and registration collection.
Digital Strategy: Cross-Channel Approach
To achieve the campaign objectives, a cross-channel strategy was developed, seamlessly connecting education, entertainment, and conversions into a fluid user journey.
META Ads: 5 campaigns
- Video Views – education through content featuring Ana and Kathrin
- Reach – broad brand positioning
- Engagement – encouraging interaction with quality-focused stories
- Traffic – driving users to the quiz
- Contest Conversions – collecting sign-ups and registrations
Google Ads: 2 campaigns
- Performance Max – maximizing reach and intelligently guiding users
- YouTube Video – additional video visibility
The campaign began with a strong focus on awareness and video views, then gradually guided users through engagement and traffic campaigns toward the final stage: quiz completion and registration.
Creative Strategy & Storytelling
The creative backbone of the campaign was storytelling, with a strong focus on:
- Schär’s ingredient quality
- Expertise and creativity in gluten-free product development
- User education through an engaging and interactive format
Results
META Results
- 912.886 users reached
- 3.565.973 impressions
- 509.996 total interactions
- 19.761 landing page views
Google Ads Results
- 899.302 impressions
- 8.895 clicks
Results Summary
Conclusion
The combination of strong storytelling, cross-channel advertising, and a well-structured funnel strategy delivered excellent KPIs, high engagement, and nearly two thousand registrations. The Schär community continued to grow, education turned into interaction, and quality translated into measurable digital results.
