Mr. Karim Nazari

CEO of Nazari Industrial Group

Platin is a thoughtful partner. I clearly see the results of their way of thinking, reflected in the growth of my brand.

Established in 1994 as a private joint-stock company in northwest Iran, Nazari Industrial Group has carved out a substantial share in both domestic and international markets. The group’s fundamental mission is to maximize its potential for enhancing productivity while producing an unmatched variety of high-quality products. Creativity in production is Nazari’s key differentiator, and its ultimate goal is to deliver the best possible service to its customers.

Platin Marketing and Communications Agency’s three-year collaboration with Nazari Industrial Group has provided invaluable insights into the brand’s audience and behavior. Research revealed that customers who purchase Nazari Cakes often become loyal patrons, thanks to the exceptional quality of the products.

Additionally, data from past campaigns showed that Nazari’s audience enjoys contests and gamification and is influenced by social media personalities. Insights also indicated that teenagers and young adults, particularly Generation Z, have a strong affinity for football, thrive on competition, and are naturally drawn to gamified experiences.

Moreover, audience feedback highlighted Nazari’s image as a beloved, national, and socially responsible brand. Social media analysis further demonstrated that football is an integral part of their lifestyle, creating a unique connection between the brand and its audience.

Based on these audience characteristics, Platin’s strategy department developed a unique campaign tailored to UEFA Euro 2024. The campaign’s primary goal was to deepen audience engagement—particularly among Generation Z—by leveraging interactive experiences, contests, events, and a variety of appealing prizes.

The creative team at Platin devised the slogan, "Everyone Has a Team to Support, but Everyone supports Nazari” highlighting the universal connection between enjoying cake and tea while watching football, regardless of individual team loyalties.

Football-themed characters were designed based on well-known international players, each holding Nazari products. Additionally, referee characters were created to emphasize their admiration for the Nazari brand, adding a playful yet relatable touch.بودند.

To foster audience interaction, the campaign’s landing page invited users to choose a prominent player from their favorite team, a Nazari product, and a drink of choice. This generated a personalized image of the player serving the user, who could then select a prize to be entered into a raffle. Over 20,000 users visited the page, largely through friend referrals.

Recognizing the diverse lifestyles of the audience, a wide array of prizes with equal monetary value was curated to ensure both personalization and broad appeal. This approach reinforced the sense of inclusivity among participants.

To amplify the campaign’s reach, 70 social media influencers were engaged to introduce the UEFA Euro 2024 campaign to Generation Z. Each influencer was provided with a tailored script, and in some cases, collaborative promotional videos were created. This strategy generated an impressive 9 million video views.

For Nazari’s export-oriented goals, international influencers showcased how Iranians abroad celebrated the UEFA matches with Nazari Cakes, broadening the campaign’s global appeal

To respect Iran’s ethnic diversity and appeal to football enthusiasts, Platin designed a unique Instagram campaign imagining what life would look like if famous football players were born in Iran. Using AI, players were depicted wearing traditional Iranian attire, incorporating Nazari products into their lifestyles. A post celebrating Lionel Messi’s birthday became a standout success, earning significant audience engagement.

Platin designed a creative seated football competition to elevate the experience of watching a match into an interactive and gamified activity. The event was held at Ravaq Shopping Center, chosen for its proximity to popular Generation Z hubs like Ab-o-Atash Park and the Book Garden. This strategic location encouraged visitors to spend more time and participate actively.

The event attracted 5,000 attendees, who were directed to the campaign’s landing page via QR codes, effectively bridging the gap between offline and online engagement.

The UEFA Euro 2024 campaign for Nazari Industrial Group successfully boosted audience engagement, particularly among Generation Z. Platin Marketing and Communications Agency not only delivered an impactful project but also garnered the appreciation of Nazari’s leadership. This campaign stands as a testament to Platin’s expertise in designing innovative and results-driven strategies.