Campanie
General Information:
Strategic approach:
| Strategic approach: |
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. The main challenge was increasing the average order value by recommending complementary products with similar health benefits. Users often learned about the benefits of a single product but, due to a lack of information, did not understand how other products within the brand’s portfolio could complement each other. The primary marketing goal was to not only increase sales but to maximize the value of each purchase. This meant encouraging customers to add more products to their carts and ultimately boosting the average order value. At the business level, the main objective was increasing customer lifetime value by raising the average order value and the number of products per order for existing customers. The strategic approach focused on creating a multichannel marketing campaign that aligned with the brand’s expectations. The key objective set from the beginning was increasing the average order value and customer lifetime value by identifying complementary products and developing marketing strategies that drive cross-selling. A defining factor of success was the combination of pricing strategy with a highly targeted Meta Ads campaign. This approach not only drew attention to bundled offers but also educated the audience on their benefits, maximizing cart value through a cross-selling strategy. |
Execution:
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