The interim manager's client was a premium product brand that had been shaping the market in Germany for years with innovations and premium marketing. Increasingly copied by the growing competition, its unique selling points, premium image and corresponding prices were coming under pressure.
Consumer insight study on brand positioning
The interim manager drew up a comprehensive consumer insight study to optimally position the brand for the future and differentiate it from the competition. At the same time, she developed a holistic marketing strategy across all communication channels as well as an overarching communication line that reflects the brand values, is scalable and contributes to all marketing activities.
Performance-oriented, ROI-based social media activities
In addition, the interim manager developed various sub-concepts, each of which addressed selected aspects of the umbrella brand strategy and brand values. She established a performance-oriented and ROI-based social media strategy as well as a proactive, user-oriented PR and influencer strategy. For all marketing measures, she ensured measurability across all activities by defining key performance indicators (KPIs).
In addition, she developed the team from action-driven micromanagement to strategic, conceptual, brand- and return-based thinking. She encouraged the employees to question things critically and to stand up for their own opinions.
Social media campaign increases frequency in retail by a factor of 3
The marketing strategy and campaigns developed were implemented very successfully on the market. This is exemplified by the results of a small social media campaign. This hyper-local campaign was targeted regionally and additionally weighted according to A/B/C retailers. The ads were only displayed to previously identified potential buyers in a defined radius around the nearest retailer. A total of 1,500 ad variants were created. With a media spend of EUR 50,000, a reach of 3.5 million potential buyers was achieved. The campaign increased the frequency in retail by a factor of three and achieved a response rate that was more than 1,300 percent above target
