Sector: fast-moving consumer goods

Period: February-September 2015

Situation: We started in February 2015. During this time, the client had a Facebook page in Spanish with a little over 550 fans.

The challenge: To replace the image of Carme Ruscalleda (a locally renown chef with whom the company collaborated previously) and reduce the marketing budget. In addition, we wanted to create an online community, engagement and quality content. At the time, Nomen celebrated its 80^th anniversary with 4 million promotional codes on packs of rice on the market.

Strategy: Before getting started, we created a new page in Catalan to be more coherent, as the company also labels in Catalan. We proposed to pass the outdated protagonism of Carme Ruscalleda on to the real clients of the brand. This was done by launching a contest under the claim “Become the Nomen Chef of the Month” (first this was done weekly, then it was changed to monthly). We used the Facebook app Easypromos for the execution. Anyone who wanted to could publish his/her recipe with rice or another product by Nomen. Every week the best recipe was selected. The winner received a cook book and a gift basket full of Nomen products. Additionally, the person appeared in the slider of the website where previously Carme Ruscalleda appeared with the title “Nomen Chef of the Month”. This way we created user generated content to use for the blog and Facebook. Needless to mention that it enabled us to involve fans and faithful customers of the brand, who followed the page attentively to check if their recipe won or see how many likes/comments their entry received upon being published on the Nomen Facebook page.

On the other hand, we created another weekly contest to celebrate the 80^th anniversary of Nomen, also in Catalan and Spanish. To participate in this contest, in which a Smartbox (1-night stay in a 5-star hotel of choice that includes dinner and breakfast) was raffled off every week , you had to introduce a code which was found on all promotional packs that clients were able to find in supermarkets across Spain (the contest lasted 6 months from June to October 2015). Again using Easypromos, we successfully managed this contest with a volume of 4 million codes on the market, randomly selecting a winner every week. The app has a modality “Promotion Groups” that we embedded in the company website in order to sign up over the website or Facebook.

We combined this strategy with Facebook ads to get more fans, for website clicks and to promote posts for more engagement. All links published on Facebook were trackable on Google Analytics to be able to compare and see which campaigns received more visits.

Results: At the end of August 2015 we had more than 5000 fans on the page in Spanish and more than 3000 on the page in Catalan.

Between both contests, until the end of August there were more than 2,000 feeds. The main source of traffic to the Nomen website was Facebook. We received more than 50 recipes that we were able to publish on the website and on Facebook. We achieved a positive brand image and an engagement rate of 7%.