How Sen Soy rebuilt communications and grew 19%

Sen Soy and the advertising agency Method Media joined forces to deliver a 360-degree multimedia advertising campaign. The goal was to reverse negative trends in brand metrics and sales, regain lost ground and move to sustainable growth. The agency team told Sostav how a systematic approach to media strategy, the execution of a multimedia campaign and the introduction of new advertising technologies helped not only to recover lost positions but also to improve brand metrics.

The challenge

Sen Soy is one of the market leaders in the Asian cuisine category, which includes Asian sauces, noodles and nori chips. Until 2025 the brand had no systematic advertising campaigns; all activity was ad hoc. In the first half of 2024 Sen Soy paused its advertising activity. That decision coincided with intensifying price competition in the category: shoppers increasingly chose more affordable offers, including retailers' own brands. By mid-year the company recorded a decline in market share, and Brand Health Tracking data showed negative dynamics in brand awareness.

The Sen Soy case shows that a pause in communication in an FMCG category quickly affects brand awareness and market share. Returning to the media field with a well-built multimedia strategy allows a brand not only to compensate for the decline but also to build a more sustainable growth model.

The combination of TV, digital TV and digital tools delivered growth in engagement, improved brand metrics and positive sales dynamics. The integration of offline and digital channels with a systematic approach demonstrated a measurable effect and can serve as a benchmark for further optimisation of communications.

Goals and objectives

The brand set itself the task of reversing negative trends — and not simply regaining previously lost positions, but building a more sustainable and stable growth model.

Solution

For the first time in a long while Sen Soy decided to move from sporadic advertising campaigns to the preparation and execution of a comprehensive media strategy. The agency Metod Media was chosen as the partner.

As part of the preparation we carried out a range of analytical work and research in-house:

• We analysed the current situation in sales and brand metrics.
• We studied the brand's target audience, its behaviour patterns and the customer journey.
• We reviewed competitor activity and global experience in promoting similar product categories.
• Based on the analysis, we identified a mismatch between how the brand sees its consumer and who actually buys the category, and found the key points in the consumer journey that require impact.

All of the above helped us tune the balance between media channels for the campaign.

As a result we developed the media strategy and formed the media plans. In addition, using our proprietary method, we forecast the brand-metric results the brand would achieve by the end of the campaign.

Mechanics and execution

Architecture of the media strategy

The campaign was built as a multi-channel system in which every tool had a clearly defined role:

• TV and digital TV restored mass reach and supported brand awareness;
• TV sponsorship was used for deeper, higher-quality contact with the audience;
• OLV strengthened the brand's presence in the digital environment;
• influencers worked through native formats and thematic content;
• performance mechanics focused on driving traffic and stimulating purchases;
• banners and social media maintained contact frequency and engagement.

Placement ran in waves — from July 2024 and through key periods of 2025. The media mix was regularly adjusted for seasonality, regional specifics and product priorities. This made it possible to combine the reach model of TV with targeted digital tools that convert audience interest into action.

TV and digital integration: a non-standard approach

In January 2025 Sen Soy, together with Metod Media and Media Direction Group, ran a television campaign that became the starting point for subsequent digital retargeting.

The audience that had come into contact with advertising on broadcast TV was segmented and transferred into the digital environment. From late February to late March these users were shown personalised videos and banners. The mechanic relied on hashed anonymised data and identification of individual broadcast TV viewers.

The effectiveness of the approach differed noticeably from standard digital placements:

• CTR was 60% above average digital benchmarks;
• site visits after watching the video grew by 24%;
• branded search queries in March 2025 rose by 9% versus February;
• conversion of the retargeting audience reached 2.22%, 5.5 times higher than a parallel OLV campaign without TV support.

Despite the limited sample size, the results pointed to the potential of the model for the FMCG category and the possibility of scaling it.

Digital channels and audience behaviour

According to Sen Soy's website data, digital became the key driver of engagement and conversions during the campaign:

• total visits grew from 1.24 million to 2.61 million (+110%) over 2024–2025;
• direct traffic increased by 46%, organic search by 7%, reflecting growth in brand demand;
• paid traffic grew from 610 visits to 567 thousand.

Commercial actions also showed notable dynamics: clicks on the "Buy now" button grew from 39 to 19,835, and conversion rose from <0.01% to 0.76%. At the same time bounce rates and scroll depth remained stable, which speaks to the quality of the audience attracted.

Results

Brand metrics dynamics

According to Brand Health Tracking (Brand Pulse, Sauces category), the campaign was accompanied by growth in key brand indicators:

• brand awareness grew from 65% to 68%;
• preference rose from 18% to 22%;
• the share of the audience that had tried the product rose from 42% to 45%.

By 2025 the indicators had stabilised at a high level, reflecting the effect of sustained media support. Emotional and behavioural metrics improved at the same time:

• the share of promoters grew by 16%;
• the "I would be upset if it were discontinued" indicator by 24%;
• perception of brand uniqueness by 20%.

Sales and business results

According to Nielsen, in the second half of 2024 Sen Soy sales grew by 12% in volume and 19% in value compared with the second half of the previous year; for 2025 growth was 11% and 15% respectively.

The analysis accounted for the effect of promotions, assortment and distribution, yet sales growth coincided in time with the active phases of media support. Growing awareness and preference for the brand were accompanied by an increase in retail presence.

Yulia Makeeva, Marketing and Advertising Director, Sostra Group (Sen Soy brand)

This project became an example of a genuinely comprehensive strategy, where media, data and the team move in one direction. Thanks to the agency's bold proposals and an integrated approach to promotion, we did not simply return Sen Soy to growth — we built a sustainable communication system in which classical and digital channels reinforce each other and deliver a measurable result. The TV and digital integration approach became one of the instruments that proved the effectiveness of the chosen path, and it proved its strength not in words but in numbers. Many thanks to the agency team for attention to detail, precision of decisions and the ability to turn strategy into results.

Alexander Tarasenko, CEO of Metod Media

For us this project is a rare example of genuine partnership, where the client trusts the professionals and is ready to go together into experiments that move the market forward. The Sen Soy team did not just support our ideas — they helped turn an ambitious strategy into concrete numbers and sustainable growth. We are confident that the success of the campaign is the result of a shared approach: analysis, precision and courage in execution. It is exactly such projects that make agencies stronger and confirm that systematic marketing is not a theory but an instrument that works.