Building a strong digital presence requires effective branding and outreach. Consumer brands can benefit greatly from social media if they play their cards right and engage their audience. This brand marketing case will illustrate how we helped Omegachips, a healthy snack manufacturer and food research firm in Eastern Europe, achieve its full potential.
As a case study detailing a consumer goods manufacturer’s brand marketing, this article will examine the workflow for developing the appropriate portals to enhance brand awareness. The multinational strategy required proper social media marketing, content, website development, and tracking to push their project to the next level.
Our analysis helped identify the core pain points and how to solve them, resulting in a redirection of digital outreach procedures. Rather than altering their branding too much, we increased visibility by targeting the right channels. With the right tracking procedures, content, Pixel applications, and website UX they could make the most of their marketing campaigns.
With our help, they were able to grow their following and achieve far better ROI on their marketing endeavours. They have since increased buyers and amassed a better, more relevant following on social media platforms.
Our client was Omegachips: a manufacturer of healthy, vegetable protein-based potato chip alternatives based in Eastern Europe. These were mostly geared towards the health-conscious at the end, but the company’s current concern was building a better foothold within the retailers and resellers to truly reach the end user through these distribution channels while conveying its image.
The company wanted to be seen as a healthy snack with scientific research behind it. As a scale-up with a niche within a competitive industry, it had a need for stronger awareness and purchase intention among its target demographic. The company was growing and wanted to attract more attention to improve its distribution chain and build a solid brand. They were in competition with major brands like Lay’s but could offer something unique to health-conscious consumers utilizing flax seeds and other alternatives.
So far, the client had been most active in their region of Europe and a few areas in the periphery. Omegachips was, at the time (3 years ago), expanding to new territories and were in the process of developing multilingual support for its operations. This included German-speaking and English-speaking countries. With this expansion, they needed a brand that would be more workable in these territories as well as the tracking capabilities to fully gauge the effectiveness of their operations for future planning.
Thus, they contacted our agency for branding and purchases for their B2B side involving mostly stores and retailers. They wanted a website with improved marketing capabilities such as tracking and better portals for contact with clients. Our job was also to create branded materials such as images and social media content to further expand their reach.
Building an Effective Brand Marketing Campaign
With our audit of their businesses complete, we found the main areas of improvement were to be found in their social media strategy and tracking. While building their website, we developed a robust contact page and a great infrastructure for monitoring page results. We optimized the UX to make the right pages accessible and developed the website in 4 different languages.
The main challenge was getting the interest of potential buyers. B2C in this sector would be easier since it would involve selling online. However, generating leads requires a bit more know-how and understanding of growth. We would need more emphasis on branding that would attract B2B buyers and a strategy that drove engagement among businesses.
Consistent branding was a given, but it needed more outreach. Social media content would be used to grow their following and help achieve effective outreach. For B2B marketing, this would be effective in signalling to retailers that there is interest among potential customers as a sort of social proof for buying and selling the company’s products.
In terms of branding, there were a lot of useful narrative aspects to the company’s positioning strategy. The main elements we could focus on to set them apart were the company’s background in food science, the health-conscious aspect of its product, and the alternative positioning to relatively unhealthy market competition. These would combine into a potent message that could entice potential buyers on the retail side.
Next, we did a channel analysis while developing images, social media content, and web portal strategies that complemented their branding.
Brand Marketing Analysis
Our solution was to focus on the Facebook page, its followers, Website purchases, and generating B2B leads through the contact form on the website. Facebook marketing was a viable option because Meta’s platform is still a prominent social media option in Eastern Europe, especially among the health-conscious age group.
The branding would emphasise the scientific origins of the product, its healthy attributes, and its uniqueness over the competition. The main branding message would rely on a “scientific competence” perspective (read more about messaging techniques from our article on branding messages). The website opened up with these USPs to entice potential buyers from the landing page.
This would have a symbiotic relationship with the social media marketing campaign as one would naturally funnel potential buyers to the other. The social media content also focused on the same USPs and maintained brand consistency, utilising their colours, fonts, and logos. Social media channels would also link to the company site.
We installed Facebook Pixel to track traffic efficiency and adjusted our strategy over time. We emphasised portals and metrics that would benefit a B2B business strategy and aimed to improve these. With the numbers rolling in, we could already see the positive impact of our efforts.
Our monitoring of their online purchases, engagement, and B2B advertising prices all showed positive results within record time. Per 3 months, the advertising cost per purchase went from 29.3 euros to 7.6 euros and followers on Facebook increased by 2k (a major increase for a lesser-known corporate brand).
Over time, buyers increased and displayed more interest in the snacks and were visiting the website. The gain in followers was also followed by more purchases and effective engagement in the form of active users, new users, and increased sessions. Similarly, we knew the company was getting more relevant users because the bounce rates were lower than before.
Lower bounce rates and higher sales meant that digital marketing was more effective than before. Unique visitors were also increasing with lower cost-per-ad, which also indicated more effective procedures overall. Website tracking was similarly showing that the portals that would most interest buyers were achieving higher rates, indicating effective UX procedures.
Hopefully, this branding case study has given you some ideas to take back to your own processes. Our work didn’t utilise anything complex or drastic but it did make simultaneous, interconnected changes to the company’s processes that were larger than the sum of their parts. More importantly, by tracking the data, we could always be sure that we were on the right page and whether we needed to course-correct.
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