And WE WERE InspiRED BY MACARONIKA
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Как обновление
KEY-вижуала дало толчок
полному обновлению
KEY-вижуала дало толчок
полному обновлению
How the Key Visual Update Inspired a Complete Company Refresh
Marketing objective: increase brand awareness, orders, and attract franchisees through the implementation of a new digital strategy
Business goal: strengthen and grow the company’s B2B and B2C volumes
MACARONIKA is the largest producer of macarons with a network of corners across Russia
Маркетинговая задача:
рост знания бренда, заказов и привлечение франчайзи за счет внедрения новой digital-стратегии
рост знания бренда, заказов и привлечение франчайзи за счет внедрения новой digital-стратегии
Macaronika
CLIENT
Audit and Research
We began with an in-depth analysis of the market, competitors, and both qualitative and quantitative research of the target audience in digital channels and at points of sale. Insights from the research formed the foundation of the updated positioning
We began with an in-depth analysis of the market, competitors, and both qualitative and quantitative research of the target audience in digital channels and at points of sale. Insights from the research formed the foundation of the updated positioning
Strategy Update
Based on the research, we conducted a comprehensive update of the brand’s digital presence
Based on the research, we conducted a comprehensive update of the brand’s digital presence
Macaron as an Art Object
This approach allowed us to build an emotional connection that delivered commercial results in both B2B and B2C segments
This approach allowed us to build an emotional connection that delivered commercial results in both B2B and B2C segments
Design and Production
For the visual concept, we chose the tactic of highlighting the geometry and shape of the macaron, consumption situations, alternating perspectives, and bright colors — reflecting the product itself and complemented by creative design layouts
For the visual concept, we chose the tactic of highlighting the geometry and shape of the macaron, consumption situations, alternating perspectives, and bright colors — reflecting the product itself and complemented by creative design layouts
Content System
The rubric integrated the brand into the life context of the target audience: art, fashion, cinema, and urban events
The rubric integrated the brand into the life context of the target audience: art, fashion, cinema, and urban events
Conversion Increase
Retargeting special offers to narrow segments, from corporate orders and birthday clients to potential franchisees
Loyalty Development
Sending themed boxes, native placements with opinion leaders, and warming up the audience with content on various platforms
Brand Awareness
and Reach Growth
and Reach Growth
Promoting publications and video creatives with high engagement rates
Traffic generation was achieved through:
Overbooking
of gift sets for New Year
> 300 000
monthly reach
на 30%
increase in traffic to the brand’s website in the first six months of operation
х9
growth in total social media followers
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