The challenge
The starting point
The brand had a good product but lacked the brand operation to sustain it: its own digital presence, a clear strategy to enter and turn over in retail, and actively generated demand. Turnover depended on shoppers discovering the product on the shelf.
On top of that, the commercial challenge was reaching very different audiences, each with a different reason to choose the product, without blowing the budget on a generic campaign that spoke to everyone the same way.
The approach
How we approached it
We treated the brand as a complete operation, not a one-off campaign: web, retail and digital demand working together.
We segmented by interest to speak differently to each audience without blowing the budget.
The solution
What we did with COBIZ
COBIZ ran the brand operation end to end:
- Brand website as the hub of its digital presence.
- Marketing and commercialization plans to structure growth.
- A strategy to position the product across a large supermarket chain.
- Interest-segmented digital marketing campaigns (sport, nutrition, wellness, home and more), with differentiated messages and creative, optimizing budget.
- A push to physical conversion: every ad directed the purchase to the chain's points of sale, backing shelf turnover with digital demand.
Results
The impact
A brand that drives its own turnover:
- Web, retail and campaigns working as a single strategy.
- 6 audience segments with differentiated messages.
- Digital demand pushing purchases across more than 50 points of sale.
"Juan Carlos proved to be a true high-caliber project director. With him we built a sales impact plan for our company."