Gerlinéa launches Fit & Protein
Launching a brand-new product from the Gerlinéa range to a new target audience? For Fit & Protein, our brand builders brought out the best in themselves. Read how we approached the product launch.
New product, new target audience
Gerlinéa is a trusted name for anyone who wants to lose weight and is looking for meal replacements. That broad and popular range has now been expanded with Fit & Protein, protein-rich products for everyone striving for an active lifestyle.
With Fit & Protein, Gerlinéa targets a younger (female) audience in their thirties and forties who simply want to stay active without doing sport competitively; with its slimming products, the brand rather targets women aged 30 to 55+. A different approach was needed to launch the product and make it top of mind.
Online marketing
The focus of our communication plan to bring Fit & Protein to market was on online marketing. With a targeted SEA campaign, display advertising, YouTube videos, posts on Gerlinéa’s social channels, activation of retail channels (in-store and digital) and a healthy dose of remarketing, we increased the visibility of the products right from the start.
Throughout, we consistently guided the target audience to the website/webshop, where the products could be purchased. But that wasn’t all.
Deals for higher conversions
Because the target audience was so clearly defined, we also included the Shedeals in our plan. These deals are reserved exclusively for readers of lifestyle magazines such as Libelle, Flair and Feeling. Gerlinéa’s offer? A discount on the first purchase of Fit & Protein in the webshop!
So our marketers truly brought out the best in themselves to make sure the product launch didn’t go unnoticed. What’s on the menu for the coming months? Wait and see…
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