Using media to create engaging storytelling
Over the years, Life and Sojasun have worked together to develop communication models to widen the brand’s public. When we first embarked on this project, the general awareness of quality soy-based products was very low, as they were mainly purchased by vegetarians and more conscious consumers who were already familiar with the market offerings.
To give Sojasun the competitive edge, we had to diversify, offering something different to the market leaders who based their brand narrative on the balance between health and flavour. The challenge was to find an innovative positioning that could be used across all media and give the product, which up to then had been considered a niche item, a more mainstream image.
The future of the brand lay in an open-minded target audience looking for tasty alternatives who had a curious and positive attitude towards anything new. An audience that was keen on trying out new food options and alternatives because they were aware of the latest trends and cared about their wellbeing.
We started with an ongoing study which we refined over time of consumers of soy-based products, the evolution of this target group and how it interacted with the media. This kind of consumer was very variable and not faithful to one particular means of communication. Over time, Life analysed which media were preferred by the target group and which, consequently, would be more economically effective. The Internet turned out to be the medium of choice of these consumers. So online planning became increasingly important.
The decision to focus on the Internet has enabled us, over the years, to develop projects with high storytelling content, exploring topics which consumers find engaging and interesting.
By concentrating on the wholesomeness and quality of Sojasun products, we realised that another winning strategy was product tasting in prestigious locations, thanks to the help of an endorser and the media attention they inevitably attract.
Further analysis showed that the target group was extremely interested in socially responsible activities and content, key drivers of choice when making purchases.
Assisted by Life, Sojasun partnered with FAI (Italian Heritage Trust) which shares the brand’s philosophy of promoting a healthier lifestyle that is more respectful of the planet. Sojasun sponsored a number of events in Italy which, as well as exploiting media resonance, gave the chance for the public to taste Sojasun products.
The current restrictions imposed by the pandemic have meant that nearly all activities on location have had to be suspended but, by the same token, they have led to an increase in the use of all media, especially television, whose audience is constantly growing, especially in the age ranges which have always been active across different media.
Television planning has therefore become crucial for everyone, including Sojasun’s target audience, bringing with it a number of advantages for the brand’s identity: consumers are more and better informed and this is reflected in their purchases. The digital world has become a great source of support for both content and information.
from 10 to 23 May 2020
contacts in the target range
Reach 62% with a frequency of 6.
from 25 September to 6 October 2020
Forecast reach of target group
Reach of the target group was 62% with a frequency of six.
Both the flights were accompanied by digital planning on the OTT platforms of the main TV broadcasters and on the verticals of the publishers Manzoni and RCS.
The 15-second ad recorded around 7 million complete views and there were 200,000 redirects to the Sojasun website. To penetrate some areas in northern Italy which were particularly interesting from a trade point of view, we also organised digital audio flight advertising on streaming and podcast platforms with 250,000 people listening in.