Digital Strategy
Development of a dialogue-oriented online communication strategy.
Task:
1. Rendering Coppenrath & Wiese’s brand image sharper and more emotional
2. Addressing and attracting new younger consumers
Solution: Development of a light and efficient online communication strategy to be used as a dialogue oriented addition to the classical advertising.
The goal: to obtain new and younger consumers for Europe´s largest producer of frozen desserts, improve the brand commitment of existing consumers and sharpen the brand image. In addition to the present market and consumer data, a digital analysis was conducted - including web monitoring, competition evaluation and benchmark analysis. Over the course of the analysis, a strong online affinity of the interest group became apparent. This illustrated the necessity to develop a special brand story and agenda with themes specifically designed for online communication and consolidate the content into a digital concept.
