How Food Company Raised Brand Awareness by Focusing on All That’s Good

To create brand awareness of their new brand "Good", a Croatian food company created an integrated native ad program focusing on all the good in Croatia.
brand awareness

Summary

The leading agriculture and food company in Croatia wanted to raise awareness of their new brand “Good”. With help from the Native Ad Studio of Hanza Media, they created a 360 native ad campaign focusing on all the good in Croatia. As a result, product sales rose by 37%.

Publisher/Agency: Native Ad Studio of Hanza Media
Campaign: The Good in Croatia
Brand: Žito Group
Country: Croatia / Slavonia

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Žito Group wanted to raise awareness of the importance of quality local production, emerging technologies and a strong community.

Mission

Žito Group, the leading agriculture and food company in the Croatian region of Slavonia, has built cutting-edge technology factories to launch the first mass prosciutto and delicates brand, called “Good”.

As the largest private investor in food technology production, Žito Group wanted to raise awareness of the importance of quality local production, emerging technologies and strong community in order to build an economically successful country.

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The case objectives were:

  • Awareness – to raise the awareness of the importance of positive economic and social trends, the digital economy and quality initiatives in Croatia.
  • Community – to improve the public perception of the region of Slavonia.
  • Thought leader – to position new brand “Good” as a thought leader that understands consumer needs and cares about the community.  
  • Engagement and sales – to build an emotional relationship with consumers, raise the awareness of the brand ”Good” and encourage consumers to buy the products.

KPIs

Awareness KPIs for the Native Ad Campaign:

  • A total reach of 750,000 minimum
  • Total pageviews of 250,000

Engagement KPIs for the Native Ad Campaign:

  • Attention time: 02:00 minutes minimum per piece
  • Social engagement, likes, and shares: 5,000 minimum

Display/ promotion campaign KPIs:

  • Impressions: 2 million

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Croatian consumers were among the top three of the most pessimistic in the world during the five years of recession, according to Nielsen market research conducted in 2015.

Target audience

  • Pessimistic consumers (age group: 25-60)
  • Women/mothers (age group 25-60)

Croatian consumers were among the top three of the most pessimistic in the world during the five years of recession, according to Nielsen market research conducted in 2015. Consumer confidence has recovered slightly, however it is still below the European average.

Pessimistic consumers tend to suspend expenditures, which has a direct impact on business. It was therefore of significant importance to inspire and engage the target group when launching the new mass brand.

Women and mothers were chosen as the target subgroup: 85% of all consumer purchases are made by women.

Strategic approach

The context

Due to the prolonged economic recession in Croatia, the national index of happiness and self-esteem is low: ranked at 77 among 157 countries in 2016, according to the Gallup survey for the United Nations (UN).

Positive trends, such as 3% GDP growth in Q1 2017, have not yet been fully recognised within the target group. Žito Group, the leading agriculture and food industry group in the region of Slavonia, has invested more than 100 million euros in the new factory facilities and launched a new brand – ”Good”. The company wanted to engage consumers in the vision of a good Croatia and to encourage entrepreneurs.

The behaviour observation:

The team undertook a content analysis research in order to better understand the categories of news that the target group has been exposed to. Due to the prolonged recession, corruption affairs and unstable government, media coverage has been a reflection of those negative processes.

Secondly, the #1 sector in Croatia, tourism, is growing by approximately 10% per year and is continuously presented in the media through successful cases.

Thirdly, based on JTBD/contextual interviews, the team has noticed a low trust in media among the target group.  

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The challenge:

How might the campaign help pessimistic consumers to recognise the positive trends and values in Croatia and enhance the proactive mindset, by using digital technologies?  

The approach

  1. Emphasising positive trends

The aim is to gather the newsworthy data that showcases positive trends in Croatia and the impact on the community (eg living standards; doing business), particularly in the region of Slavonia.

  1. Connecting the peers

Due to the low trust in media and public institutions, the solution was to connect the target group with their optimistic peers, recognising peer-to-peer recommendation as the most valuable form of recommendation for digital consumers.

  1. Inspire the target group

By emphasising the importance of quality local food production, the target group was to be inspired further in order to try ”Good” brand products.

The central part of the campaign is the first interactive map of good things in Croatia. A consumer is invited to ask ‘What is Good in Croatia?’ and the answer shows up as a pin within the map.

Creative idea

‘The Good in Croatia’ is the central platform for the discussion of good achievements and positive trends in Croatia.

It is the first omnichannel/360 degree native ad campaign for the launch of a new brand that combines nonconventional and traditional forms of communication through online and offline channels (online, mobile, print, event) and applies emerging technologies in order to engage consumers in the vision of a good Croatia.

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The campaign has been structured through the three following subcategories:

1. Good in Croatia

  • The central part of the campaign is the first interactive map of good things in Croatia. A consumer is invited to ask ‘What is Good in Croatia?’ and the answer shows up as a pin within the map. More than 1100 consumers named the things they love in Croatia, building the first public document on the good things the country has to offer. Through the map, 317,000 consumers could see more than 1100 arguments about what is good in Croatia – all named by their peers.
  • The map was accompanied by a series of articles: 10 experts, influencers and opinion makers researched and analysed positive trends in Croatia (eg the growth of the digital economy; the growth of export and food production; the growth of startup companies; the growth of the number of organ donors, etc.)
  • 23 famous actors, singers and TV stars were engaged in the public discussion on good  
  • A new special section ‘Good News of the Day’ was placed within the News, Business and Sport section of the #1 premium daily newspaper, Jutarnji list. The selection of the relevant positive news of the day was made by the editors

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2. Good in Slavonia

  • 12 people from the Croatian region of Slavonia who have gained world success were presented through a series of features (eg ‘The Woman Who Rocks Slavonia’; ‘The Slavonian Silicon Valley’; ‘The Future of Slavonia’)

3. Good

  • Three top Croatian chefs gathered in order to design The First Croatian Sandwich, named #goodsandwich, entirely made from quality local produce. In the form of a reality show, the chefs discussed the regional gourmet scene, making preparations and creating the sandwiches with local produce and an innovative twist
  • The result was eight #goodsandwiches from six Croatian regions, including the Slavonian #dobrosandwich using ”Good” brand products. The recipes were presented through a series of articles and videos in print and online media

Duration

The duration of the native campaign was 52 days. It consisted of 1) the interactive map 2) the microsite 3) 40 content pieces in print or online outlets 4) promotion campaign 5) social campaign 6) an event 7) six forms of content: video, article, interactive map, photography, poll, infographics.

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Disclosure

During the campaign, it was never explicitly suggested to buy the ”Good” products. The native ads were clearly labelled ‘Brought to you by the Good’ and ‘This project has been produced by the Native Ad Studio of Hanza Media and Žito Group, applying the highest professional standards of the platform’.

The native pieces had the disclaimer:

“Žito Group, the leading agriculture and food industry in the region of Slavonia, has launched a new delicates brand, ”Good”. We want to push the economic growth in Slavonia, raise the employment rate and create new business opportunities. We believe in the vision of a good Croatia. In our own fields, we grow grains which we use to feed generations of domestic Slavonian pig. By using a world famous recipe and state-of-the-art technology, we create what is Good. We want to encourage people to choose good, even if that is not the easiest way. We believe in Croatia and Slavonia, made of good things.”

Platforms

The 360 native ad promotion campaign ran in five print media outlets, four news and lifestyle portals, associated social media platforms (Facebook, Instagram, Twitter), and an event.  

The event took place in a city restaurant where people could watch famous chefs designing The First Croatian Sandwich and trying out the local products.

Each native ad in print media had a promotion box with CTA and link to the microsite ‘The Good in Croatia’

Content distribution and promotion efforts

Online

The project widget linked to the microsite ‘The Good in Croatia’ placed within the editorial content on the front page of jutarnji.hr for 52 days. Native ads within the campaign were crosslinked to the project microsite, placed as a special section within the jutarnji.hr. The native ads were placed within the editorial content on the homepage for one day each. A display campaign was also running on jutarnji.hr.

Social

Jutarnji.hr social feeds – Facebook, Instagram,Twitter – were used to promote the project and the content pieces. Video #dobrosandwich recipes and a behind-the-scenes video story have been displayed as Facebook standalone video posts on the goodfood.hr’s Facebook and Instagram feed.

Print

Each native ad in print media had a promotion box with CTA and link to the microsite ‘The Good in Croatia’

Event

The project has been promoted through the event with the famous chefs

TheGood3
Size of team involved

17

1137 consumers and 49 experts, influencers and entrepreneurs engaged in the campaign.

Results

  • The Native Ad Campaign ‘The Good in Croatia’ lasted 52 days and had more than 8500 likes and shares.
  • 1137 consumers and 49 experts, influencers and entrepreneurs engaged in the campaign.
  • In July the “Good” brand products sales rose by 37%
  • At the time “The Good in Croatia” was the only advertising campaign being run by Žito Group.

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Native Ad Campaign /Awareness KPIs:

  • Total Facebook reach: 1.6 million
  • Pageviews/video views total: 448,109
  • Pageviews/ microsite: 317,000
  • Video views: 131,109

Native Ad Campaign/ Engagement KPIs:

  • Attention time: 2:00 minutes/ per piece
  • Social engagement/ likes/shares: 8512  
  • Positive feedback: 99.3%
  • Number of people involved in the poll: 1137  

Display/ promotion campaign KPIs:

  • Impressions: 2,142,445
  • CTR: 0.64%

This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

DOWNLOAD: Native Advertising Trends 2017 – The Magazine Industry

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