The issue at hand
Horio had two social media channels for its organic products. Nevertheless, Minerva’s core values of quality, Greek tradition, Mediterranean cuisine, healthy eating, love and passion for the food industry and its people did not stand out as much as they could – a heritage of quality in the FMCG sector that had to be found.
Interweave had to create Social Media accounts and a website for Horio from scratch, as well as to initiate, promote and strengthen Horio’s presence and values along the digital world. To reintroduce Horio’s products to online communities.
The Solution
We developed a strategy that served the brand’s values and translated this strategy in design, content, tone of voice in social media, advertising and digital campaigns for products’ relaunch. Contests, blogposts, newsletters, campaigns, all served their purpose in growing the community and building up awareness.
In the first year, April 2013 -when Horio launched its website and Social Media- to March 2014, Horio was already counting 100,000 Facebook friends and continued to grow its community and awareness since then.
Impact
In two years, Horio grew in every social medium and has at this time a committed, faithful and engaging community. With each passing quarter, Minerva Horio’s results increased by comparison to the previous period and managed to maintain a steady upward trajectory, testing new tactics, building a community, cultivating a tribe, engaging with consumers, fortifying the Horio brand values.
#
1
FMCG dairy website for recipes
7
thFMCG Greece Facebook Page and onlynon-chocolate product in the top 10
1
stgreek brand to use Kinect for Windows v2 technology (at the time, not available in Europe)
124
%increase in organic visits between 2013 and 2015
KEY SERVICES
Content Strategy & Development
Creative
Design & Development
Digital Advertising
Email Marketing
Insights & Analytics
Monitoring
Paid Search
SEM
SEO Optimization
Social Media Strategy & Campaigning
Strategy & Planning
LAUNCH DATE
"HORIOPOLIS" FACEBOOK CONTEST
15,000
players
2770
new user registrations
resulted in
62,000
visits to minervahorio.gr
2,000
people played the live “Milk the cow” game with 50% data capture
“Milk the Cow” butter campaign’s Facebook shares exceeded
71,000
and
1,600
million
Facebook impressions in a 4 week period
There were approximately
125,000
site visits (dyoeinaioitropoi.gr) in the 4 week period
LETS'S TALK IN NUMBERS
Steady increase in followers
Steady increase in followers
WEBSITE VISITS
1,673,109
Visits since
April 2013
April 2013
WEBSITE PAGEVIEWS
3,992,148
Pageviews since
April 2013
April 2013
ORGANIC SEARCH VISITS
12%
increase in visits
(last 12 months
May 2016)
(last 12 months
May 2016)
SOCIAL VISITS
32%
increase in visits
(last 12 months
May 2016)
(last 12 months
May 2016)
EMAIL MARKETING
VISITS
VISITS
78%
increase in visits
from Newsletter
(last 12 months
May 2016)
from Newsletter
(last 12 months
May 2016)
MOBILE VISITS
35%
increase in visits
(last 12 months
May 2016)
(last 12 months
May 2016)
COUPONS VISITS
80%
increase in printed coupons
(last 12 months
May 2016)
(last 12 months
May 2016)
65%
increase in organic reach
(last 12 months
May 2016)
(last 12 months
May 2016)
871%
increase in followers
(last 12 months
May 2016)
(last 12 months
May 2016)
34%
increase in followers
(last 12 months
May 2016)
(last 12 months
May 2016)
So, what are you waiting for?