An iconic drink, known by all. It picks you up, starts the fun, and is naturally refreshing.
In 2016, the brand identified strengthening awareness among younger consumers as one of its top marketing goals.
Social media is the natural communication channel for young people, but it wasn’t being utilized to its full potential by Oranżada Hellena.
We want to power up the Oranżada Hellena brand image, increase its visibility on Social Media, and reach out a younger target audience.
We wanted to improve the quality of communication. We identified events and themes that matter to young people, looking through their eyes to gain the trust and understanding of the target audience.
The Oranżada Hellena profile should to be a fun place, which is why we organized simple games and activities to engage groups of young people. Interesting creations and animated formats help the posts stand out from the crowd.
We create a consistent and cohesive brand messaging across all channels. Oranżada Hellena’s posts on Facebook, Instagram, and Snapchat are instantly recognizable.
Posts often get tens of thousands of interactions. The recordwas set on 9 June 2017, when one post garnered more than 50,000 reactions!
We want the Polish heritage of the brand to be a main association. We implement our activities in accordance with the strategy of the brand “The taste of home”. Our dedicatedInstagram photo sessions show the product in its “natural environment”.
Our success motivates us to increase our activity within the scope of developing the brand strategy and perfecting communications through the introduction of new solutions and formats. We’ve refreshed the Social CI of the brand and its previous communications. We are always moving with thetimes, so we are resolved to making the absolute most of the possibilities offered by Facebook and Instagram.
So that the fun never ends, we use a chatbot that delivers activities like quiz posts. It’s the ideal tool for running such competitions and it exceeded our wildest expectations from the outset—attracting over 5,000 people to the first contest.
We really wanted post moderation to go beyond the usual likes of comments, so we created special gifs which involve products that correspond to specific emotions.The product is now an active participant in the discussion, not just the brand!
Every generation has its heroes. Youngsters search for their inspiration on the net, and we work with voices that can reach out and speak directly to them. We employed three young influencers from the gaming world who ran simultaneous competitions on their YouTube channels. In order to increase conversion from the profile to YouTube channels, we first conducted a vote that significantly affectedthe engagement on the brand profile. Our influencers then redirected the traffic from their channels to the Hellena Orangeade profile.
We created product renders for our image campaign, which make it significantly easier to create layouts and increase the quality of communications. We are consistently improving our competences with 3D rendering and are completing ever more complex projects.