NATURETA
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ETA KAMNIK
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Always on campaign
Communication strategy
Eta Kamnik Group is a leading brand in the field of pickled and frozen food with the brand Natureta. As an in-house agency, we take care of the comprehensive communication of the brand Natureta.
With the implementation of the "Always on" strategy, we have renewed our communication channels in order to effectively communicate with target groups on a daily basis.
Based on the analyses, we adopted a strategy that meant a departure from the classical appearance in waves, with practically daily activities.
We recognized the need for rejuvenation brands, so we kept the tools that appeal to the older target group and developed new ones that appeal to the younger ones. In this regard, the "Always on" strategy called for more intensive integration into the online environment.
The results speak for themselves
Best Online Store 2022
403%
growth in online sales
3200%
growth in average reach of Instagram posts
71%
increasing the follower base
Online store
Using the "Growth hack" method, we continuously implemented changes and recorded what contributed to sales and what did not. We improved the user experience and achieved an exceptional 313 % growth in online sales.
Further testing dictated that we completely connect the previously separate platforms - the website and the online store, as well as numerous improvements in user experience. We undertook a comprehensive renovation of the user experience.
We analyzed user paths and defined cross-connections between products. We drew the new network structure into a youthful and modern graphic image, which we set up on the Wordpress and Woocommerce platform, as this enabled us to realize the most investment-friendly, connected in the background with a marketing automation tool.
We pursued the goal of raising the visibility of Natureta among young people, especially by adding playfulness, through which we build trust, while at the same time maintaining our position among existing users.
We sensibly interwoven the online store into the complete story of creating a need, proposing solutions, purchasing and after-sales activities. We recognized the cross-connection between recipes and products as a major contribution - we connected each recipe with the products used, so that they were just a click away from purchasing.
Awards
Invest in yourself
We pay a lot of attention to acquiring and managing contacts (Leads) - since the beginning of cooperation with the brand Natureta we have increased the numerically strong base of contacts by 71 percent.
In doing so, we use two ways – massively via prize games, primarily aimed at raising visibility, and advanced when we extract quality contacts and co-create a long-term relationship with them.
An example of the latter is the Vlagaj vase content campaign, which fundamentally departs from the primary message of the brand and enriches users with useful tips and guidelines for personal growth, achieving career goals, creating healthy interpersonal relationships and strengthening a loving relationship with one's own body, and is interspersed with recipes suitable for daily experimentation in the home kitchen with seasonal, local and Natureta ingredients products.
The stated strategy led to as much as 47 percent average open rate.
100 years
The year 2023 marked Eta Kamnik's 100th anniversary. The company manages the Natureta brand.
To connect the various anniversary activities, we designed a new logo that links the existing brand symbol with a new 100th anniversary mark. We sought visual harmony between the symbols and considered how they would work on graphic materials and alongside the Natureta logo.
During development, we designed several versions of the logo before arriving at lines derived from Eta Kamnik's original symbol. Even-width outer lines and thinner inner lines form a leaf, built around a circle like the rest of the basic structure. We also combined two recognizable brand colors: Eta red and Natureta green. The aim was to create a distinctive shape so that the logo works well in every setting—in one color, on colored backgrounds, and in print and digital media.
Because the Eta symbol and the words “100 years” are visually distinct, we could also use just part of the logo, or only the anniversary wording, for various subcampaigns.
100 favorites
On the occasion of this striking anniversary, we designed a series of interesting campaigns, which were interconnected by the golden thread of the 100-anniversary.
We started the year with a massive activation “100 favourites”, where users of 100 Natureta products voted for their favorites through a prize game. We also successfully supported the activation on social networks, with digital advertising, citylights and radio ads.
The proceeds of 10 favorite products were then used in the creative "Nature's challenge", in which collaborated 10 of famous culinary influencers. Everyone had to prepare one traditional and one modern dish from the assigned product, and the followers were additionally involved by voting for the best performance.
100 tributes
We weaved the story of Natureta's "100 favorites" further and gradually upgraded it into "100 tributes", while we linked to Nature's slogan "Thank you nature." and paid tribute to everyone who co-creates the brand.
With a series of grateful posts on social networks, digital ads, city lights and activations at the largest Slovenian retailers, they just paid their respects Natureta's recognizable glasses, old advertisements, people and their rich stories, high-quality ingredients and old recipes, without which Natureta would not be what it is today.
Through the mentioned channels, users got to know Natureta in a different, funnier and more interesting light, which mirroring high level of involvement on social networks and participation in prize games.
Proceeds of 10 favorite products were then used in creative "Nature's challenge", in which 10 well-known culinary influencers participated. Everyone had to prepare one traditional and one modern dish from the assigned product, and the followers were additionally involved by voting for the best performance.
Social networks
We began the management of Natureta's social networks with a detailed review of existing content and results, and prepared a completely new creative design and strategy that promised more interesting content for the desired target groups.
With gradual implementation of our ideas the image and video materials became more colorful, the texts richer, and the content full of information, which users followed with interest. By strategically implementing additional financial promotion of publications, posts reached more users and skyrocketed their engagement follower numbers also grew.
Following trends on social networks and listening to the wishes of our followers has led us to devising innovative recipes and creating cooking challenges, in which we connected with many famous culinary creators thus increasing brand awareness and placing it on the kitchen counters of younger generations.
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something great together.
(or call: 01 620 3370)
