Building Demand Across Digital, Retail & On-Ground Touchpoints.
Generate new leads for B2B through LinkedIn, enhancing visibility in q-com, MT & GT outlets, building content for social media engagement, designing communication and collateral for various food show participation, POS merchandise, print collateral (catalogues, posters, brochures, q-com banners, experiential branding, vehicle branding, etc.), identifying and executing various branding partnerships and opportunities (for ex: Cricket Matches, Indigo Bus Handles, etc.)
Who we worked with:
What the company needed:
Key problems faced before the campaign: inconsistent packaging, no clear brand voice, Vague brand positioning, a zero Q-Com footprint, low retail visibility and no differentiation from competitors, as well as no distinguished content strategy for LinkedIn and Meta.
How we helped:
We helped to handle this high-level B2B lead generation and understand the reality of General Trade (GT) branding—we would operate as a Hybrid Growth & Creative Partner.
What the company got:
- Indian Business
- Export Business
We don’t just “make things look pretty”; we build a funnel that connects digital awareness to physical shelf velocity. We would execute each pillar to demonstrate their grasp of consumer businesses by speaking their language and aligning with their objectives.
Challenge
Why earlier efforts were not delivering the desired results:The brand invested heavily during its launch and COVID-19 hit immediately. Big money was spent, but no ROI because of the complete disruption of the supply chain. The communication was being planned by the in-house team, which lacked any experience in social media communication. The effort towards social media was inconsistent and the management’s focus was mostly towards expanding the product range and retail presence across India.
Market, budget or sales-cycle-related constraints:Competition for the freezer space with big, old brands like McCains, ID Fresh, ITC Masterchef, Godrej, etc. The brand, being solely focused on Vegetarian frozen food products, had to face the biggest challenge of breaking the Indian assumptions around Frozen food not being fresh/healthy. Established players were able to deliver at better prices in the B2B segment due to higher volume capabilities. Also, the supply chain is fully frozen, which is a challenging
Solution
Channel selection logic:
Focused towards B2B manufacturing capabilities, honest processes and technology, growth journey, reaching out for distributors, hiring resources, company culture, management, values, industry insights and high-level awareness related to the product category.
Audience engagement, product visibility, CTA for q-com purchase, cross-branding & collaboration opportunities with relevant brands and individuals, contests, and giveaway campaigns, building a brand image that could help translate into retail sales.
Participating in national and global food shows to identify export business/HORECA opportunities and networking for channel partners.
Impact
The outcomes were truly exceptional, with Goeld’s campaign surpassing industry benchmarks by a staggering 480% in click-through rates and achieving over 9 million impressions, exceeding anticipated website traffic targets within just three weeks of its 9-month duration.Most notably, the campaign brought about an 11% increase in opportunity volume and an impressive 68% boost in opportunity value for the Export Market division, firmly establishing Goeld’s strategic prowess in the consumer domain.Moreover, the campaign’s success set the stage for a robust and sustainable marketing platform for Goeld’s QSR opportunities, laying a solid foundation for future endeavors.
In essence, Goeld’s multifaceted strategy, blending creative ingenuity with an intimate understanding of its audience, not only drove substantial business growth but also yielded enduring impacts on its marketing landscape, affirming its position as a formidable player in the industry.