And WE WERE InspiRED BY MACARONIKA

всей компании

Как обновление
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

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

Strategy Update

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

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

Content System

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

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