Albeni
From Giveaways to Full Awareness — 7.3 Million Impressions for Bulgaria's Favourite Wafer
PROBLEM
Albeni — one of Pladis's flagship wafer brands — had no structured paid social presence in Bulgaria. While the product had strong retail distribution, there was no digital strategy to connect with Bulgarian consumers on Meta, no giveaway mechanics to reward brand loyalty, and no page growth activity to build a local community. The opportunity to drive brand love and social engagement was going entirely untouched.
SOLUTION
We built a full Meta advertising programme for Albeni Bulgaria — covering awareness, engagement, giveaways, and page growth. We ran the Albeni Movie Night Giveaway campaign to create seasonal excitement and drive mass engagement. We boosted high-performing posts including the viral “Flirt 101” creative that positioned Albeni in the Valentine's Day cultural moment. Albeni was also included in the Pladis Global Awareness campaign — which alone delivered 6.1 million impressions for the brand at a CPM of €0.35. In total, Albeni has now reached 1.67 million unique Bulgarians on Meta.
35%
INCREASE IN WEBSITE TRAFFIC
25%
BOOST IN SOCIAL MEDIA FOLLOWERS
15%
UPLIFT IN PRODUCT SALES
What We Did
Global Awareness Campaign
Albeni was featured in the Pladis Global Awareness campaign — a video-led campaign that ran across Meta delivering 6.1 million impressions for the Albeni brand at €0.35 CPM. This campaign established top-of-funnel brand recognition at a scale that would be impossible to achieve organically.
WHAT WE DID IN DETAIL
Giveaway Campaigns — Movie Night & Seasonal
We launched the Albeni Movie Night Giveaway to create cultural relevance and drive community participation. The campaign generated high engagement and strong profile visit numbers at controlled spend levels. These giveaway mechanics are a proven tool for building loyal, high-intent audiences.
WHAT WE DID IN DETAIL
Post Boosting — Viral Creative
We promoted top-performing organic posts — including the “Flirt 101: Skip the Course, Take an Albeni” creative and the “Main Character” Albeni Bites post. These posts resonated strongly with the Bulgarian audience, driving consistent click-through to the brand profile.
Page Growth
Page like campaigns were run to grow Albeni BG's Facebook following with a qualified Bulgarian audience — building a retargetable base for future seasonal campaigns and product launches.
