Saarioinen’s social media concepts hit customers and engage the brand
Social media content concepts based on Saarioinen’s strategy and content policy have worked better than average in advertising and have engaged customers more strongly than before.
Goal
Based on the social media and content policies produced for Saarioinen, the need for consumer-serving and participatory content on Instagram and Facebook channels was identified. In addition, the goal was to bring Saarioinen’s classic products to the centre with a new angle.
Saarioinen’s classic dishes are eaten in many ways – after all, spinach soup and many other dishes are the favourites of all Finns. How do we harness consumers as part of content production? The background materials also raised the question: How do we produce easily approachable content that serves the customer in social media?
Solution
Based on social media and content policies and customer understanding findings, Dagmar tackled imaginary barriers and goals through creative social media concepts.
As a result of the collaboration, two social media concepts have been designed for Saarioinen: “Classics are many” and “Clicks“.
The “From classics to many” concept focuses on tips given by consumers on tuning classic products. With the help of the concept, we create a surface for identification with consumers’ everyday lives – Sunday dinners with the whole family, everyday meals shared by the family, as well as quick lunches in front of a laptop on a remote working day. The product is presented in a versatile way, and tuning tips are suitable for a wide variety of situations. The “Clicks” concept, on the other hand, offers content that serves the customer and is easily approachable.
We have identified that people need tips and variety in everyday eating and look for inspiration for everyday eating on social media. Tuning tips give you the opportunity to use Saarioinen’s familiar favourite foods in a new way and to suit your taste. What is particularly great about this is that we have also received ideas for tuning tips directly from consumers, so participation has been strongly involved in this.
Siiri Koivumäki, Marketing manager, SaarioinenResults
Social media content concepts based on strategy and content policies have brought much-needed variation to Saarioinen’s social media content production and strengthened customer-oriented design.
The content of the new social media concepts has also worked better than average in advertising and has engaged customers more strongly than before.
We identified the need for consumer-serving and participatory content in Saarioinen’s social media channels. Saarioinen’s social media concepts, ‘Classics are many’ and ‘Clicks’, have created strong engagement and brought much-needed variation to content production. The concepts have strengthened customer-oriented design and proven to be more effective than average in advertising, making customers even more committed to the Saarioinen brand.
Sarah Grünn, Project Manager, Head of Influencer Marketing, DagmarSaarioinen Instagram: https://www.instagram.com/saarioinenoy
Saarioinen Facebook: https://www.facebook.com/saarioinen
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