Secretul Bunicii

Case study

Background

The Secretul Bunicii fresh yeast has been a market leader for over 15 years, but, in 2015 it seemed to face a twofold threat: the competition was beginning to have an increasingly active communication and the fact that there is a clear pattern of decline in interest for home-baked products.
On the other hand, a certain section of the audience started to appear more often in the online environment, creating an increasing number of home cooking communities. The producer group announced the starting of an online community project for those baking at home in all countries, including Romania, within which, subtly, their brand of yeast would be promoted.

Grupul producator a lansat in toate tarile, inclusive Romania, anuntul demararii unui proiect de comunitate online a celor care gatesc acasa produse coapte, in care, subtil sa fie promovat brandul de drojdie.

Objectives

The creation of content on the sapreparamsavuros.ro recipe website and the development of a Facebook community from scratch.
The encouraging of users to upload different types of content on the website – recipes, kitchen photos etc.
The enhancement of the brand notoriety of Secretul Bunicii
The active involvement in encouraging people to bake products at home, especially dough- based products.

Accomplishments in 2019

We created and populated the sapreparamsavuros.ro website
We created and developed the Facebook community
We created Google Search Ads campaigns so that people who are interested in baked products would reach the website.
We created Google Display Ads campaigns so that people who reach different content websites in the cooking field would also learn about sapreparamsavuros.ro
We created different contests and target audience engagements so that users would communicate more and more with one another and would return to visit the page.

Rewards by the end of 2019

33K followers on the page

1K user-generated articles on the website

3K articles which we generated and branded with Secretul Bunicii on the website

What we did after 2019

We rebranded the website to make it more attractive for a younger audience and more in tune with the way of communicating in Romania - Baking Wiz – a website graphics change, a tone of voice change and a change in the types of posts on the website
We launched communication on the Secretul Bunicii Facebook page and included the concept of memories of one’s grandmother in which we also integrated the Baking Wiz recipes.
We began creating and promoting, alongside our client, dough-based recipes in video format.
We launched video news-type social media campaigns.
We launched YouTube campaigns.
We launched the communication on Instagram.
We supported the BTL campaigns by online promotion as well as by determining people to buy from the shelves

Rewards after 2019

We reached 37K followers on the Baking Wiz Facebook page ;

We reached 28K followers on the Drojdia Secretul Bunicii Facebook page ;

We reached 500 followers on the Baking Wiz Instagram page ;

We reached 1.5K followers on the Drojdia Secretul Bunicii Instagram page ;

Unique users on the Baking Wiz website – 5K users on a monthly average;

Medium monthly reach on Facebook – 20K;

Medium monthly engagement on Facebook – ;

Medium monthly YouTube views – 150k;

Medium monthly banner displays in the Display Google network – 400k.

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