Truvia
.
Client: Cargill
Elements:
-
Development of local recipes for the global social pages.
-
Art Direction, Styling and Photography.
-
Trade Presenters for various retailers.
-
Influencer Campaign.
-
360 Campaign across all media types.
Global brand Truvia’s entry into the South African market required a full launch strategy at an affordable cost. It’s unique positioning as a plant-based sugar alternative provides a solution to both health & lifestyle consumers and plant-based trends. Their brand sits in 2 categories; beverage and baking, both of which are congested and highly competitive with big brands dominating. The challenge was to grow brand awareness, generate brand engagement, communicate USP and convert into sales.
PHASE ONE - Pre-launch
Macro influencer sourcing, negotiation and contractual obligations. Influencer packs crafted and sent to selected influencers. Chef Nalede, The Honest Grazer, Candibod, Health Alignment Setup of Truvia SA FB & IG pages. Trade material produced.
PHASE TWO - Organic Content
Art direct, style and photograph relevant local content for SA.
Content developed and posted to FB & IG.
6 Organic posts per month.
PHASE THREE - Paid Influencer Content & Trade Exchange Micro Influencers
Monthly paid content developed by agency and influencers, showcasing Truvia for Baking and Truvia for Beverage.
One influencer monthly providing content. Micro Trade influencers x 16, given their toolkit together with product info and press release.
PHASE FOUR - Go Live
Full digital campaign to increase awareness, engagement and traffic to SM accounts.
Use of A/B split testing.
Drive traffic to website.
Thorough data analytics to get insights into consumer demographics and geographical data.
In-store point of sale in all major retailers.
Print Advertising.