Campanie
General Information:
Strategic approach:
| Strategic approach: |
The general public, while interested in learning how various natural remedies, such as Aronia berries, impact multiple health conditions, often struggles to find reliable educational sources. In this context, Aronia Charlottenburg aimed to position itself as an authority in the field by providing high-quality educational content. In a competitive market, it was essential for the brand to be recognized not only for its products but also as a trusted source of health-related information and natural remedies. The main challenge across all campaigns was reaching users at different stages of the decision-making process—ranging from those merely searching for information on various health conditions to existing customers whom we aimed to encourage to increase their average order value. Aronia Charlottenburg is the largest Aronia brand in Romania and among Europe's top three Aronia brands. The Aronia berry is rich in antioxidants and has numerous scientifically proven benefits for fighting various diseases. Founded in 2015 near Timișoara by Cristian-Mihai and Anca Țîrcuș, Aronia Charlottenburg has grown rapidly, quickly becoming a market leader in the natural juices and supplements segment. Driven by the motivation to develop premium natural products without compromise, the company is committed to maintaining its position as a niche leader in the European market while expanding into international markets in the coming years. We aim to elevate brand visibility and cement its reputation as "the most powerful Aronia brand in Europe," not just for consumers but also in the eyes of competitors. Achieving this goal meant rethinking the content strategy—moving beyond product promotion to truly understanding and addressing consumer needs. By creating valuable educational content and strategically optimizing keywords, we aimed to attract the right audience, foster engagement, and drive sustainable organic growth. The key objectives set from the beginning were: Increasing brand visibility to strengthen the position of being "the most powerful Aronia brand in Europe," both in the eyes of consumers and competitors. Shifting the content strategy to focus on the needs of potential consumers, with the ultimate goal of driving organic traffic growth through relevant educational content and keyword optimization aligned with consumer needs. To maximize impact, we built a comprehensive communication funnel, targeting users at all stages of the purchasing process through tailored messaging and content delivery methods. Objectives: Given the challenge, the objectives set from the beginning were: Driving more traffic to the Aronia Charlottenburg website, attracting users from the research stage Enhancing brand authority and building trust by creating high-quality educational content, which also contributed to increasing the blog's authority Business objectives: At the business level, the objectives were: Acquiring new customers who are not yet familiar with the benefits of aronia berries but have specific health concerns that the client’s products can help improve or act preventively for those at high risk of developing a condition. Enhancing brand authority and building trust, with the ultimate goal of establishing Aronia Charlottenburg as a reference name in the Romanian dietary supplements market. |
Execution:
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