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

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

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.

RELATED: How a Taxi Company Gained User Trust by Recreating Famous Movie Scenes

The case objectives were:

KPIs

Awareness KPIs for the Native Ad Campaign:

Engagement KPIs for the Native Ad Campaign:

Display/ promotion campaign KPIs:

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

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.  

RELATED: Increasing Brand Trust with Influence – and Finding the Right Influencer

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.

RELATED: How to Build a Performance Native Advertising Campaign

The campaign has been structured through the three following subcategories:

1. Good in Croatia

2. Good in Slavonia

3. Good

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.

RELATED: 10 Experts on the Secret to Good Native Advertising

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



Size of team involved

17

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

Results

RELATED: How Native Ads Can Fulfil Objective to Generate Sales

Native Ad Campaign /Awareness KPIs:

Native Ad Campaign/ Engagement KPIs:

Display/ promotion campaign KPIs:


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.

Should you be the winner of a Native Advertising Awards this year? Submit your best work now!