Gerlinéa bets on feel-good content marketing
Taking your target audience by the hand and guiding them through every stage of the customer journey: that’s what good content marketing is all about. We gave Gerlinéa’s brand consideration a boost with a healthy dose of feel-good content.
A focus on content
After a strategic analysis, we opted for a targeted marketing mix with a focus on content marketing. On top of the ‘always on’ layer, in which Gerlinéa is present all year round through various touchpoints such as the supermarket or social media, we focused on specific ‘hero moments’. With highly targeted content on specific topics, such as meal replacements or the importance of a healthy afternoon snack, we guide people who are already familiar with Gerlinéa to the next stage of the customer journey: brand consideration.
By focusing on content, we convince the target audience of the added value of Gerlinéa’s products and reassure them in their choice.
From awareness to consideration
The name Gerlinéa sounds familiar to most of us. The brand is the market leader in the Benelux for meal replacements and balanced snacks. Yet high brand awareness or brand recognition – the first step in the customer journey – doesn’t automatically lead to high conversion.
Just because your target audience knows you doesn’t mean they automatically buy from you. Time for a boost in brand consideration!
“The right content, distributed through the right channel at the right time.”
It is all in the mix
How did we get Gerlinéa’s message across to the target audience? Through a mix of channels for maximum impact. Steered in the right direction by our content creators.
We created a series of online videos, both short and long form, which we distributed on Facebook, Instagram, TikTok, YouTube and through online banners. And all of that to a specific target audience, based on the socio-demographic data of the Gerlinéa personas. Influencers and their followers gave it an extra push. We also shared valuable content via blogs, SEA and native advertising.
A dynamic TV commercial
A spring campaign? We think: TV! We advised Gerlinéa on channel selection, spot length and timing with one goal in mind: creating awareness to stay top of mind with the female target audience. The result? A dynamic, fresh commercial that perfectly suits the brand and the healthy choices of consumers. The campaign ran throughout Belgium, in both the north and the south of the country.
Online awareness
The TV commercial was supported online through social media, with display advertising and on YouTube. This gave awareness an extra boost and drove even more traffic to the webshop.
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