Client: Ginjinha Espinheira
Challenge: Ginjinha Espinheira is a historic brand, a locally very well-known but with no digital presence. Our challenge was to plan and solidify such a position for the brand, via the development of a content plan which honored both the brand’s long history and its essence — a traditional, accessible drink with a distinctive profile.
Solution:
- Content Strategy: we focused on Ginjinha Espinheira’s authenticity, highlighting its secular history and the family values at its core. We built our strategy around the day-to-day of the business, its manufacturing process, and the product itself, always ensuring its quality and a distinctive visual style.
- Reinforcing Brand Identity: we tried to juggle Ginjinha’s popular appeal, aiming to reinforce its traditional side without falling into a vulgar approach. Our aim was to keep the brand tone balanced and catering to a wide range of consumers.
- Community Building: bringing the community closer was one of the pillars of our strategy, both physically at the store both online. Online interaction was always a priority, fostered by encouraging consumers to post and share their stories and memories around the brand.
Results:
- Exponential Growth: All of Ginjinha Espinheira’s Social Media Profiles registered an impressive growth, while average interactions also increased.
- Strong Community: our approach has generated a more active and involved community, aligned with the online and offline success of the product.
Conclusion:
VAN’s carefully planned strategy for Ginjinha Espinheira’s Social Media has proven highly successful, organically driving online sales and proving that even historic brands with over 100 years of age may thrive and reinvent themselves in our contemporary digital world.
