One of the things we love most about what we do is seeing our clients grow. One such client is Parmalat Australia, the country’s leading dairy company and maker of many our most loved dairy products. The Group has now been fully acquired by Lactalis Groupe, the world’s largest dairy company. It’s one of Parmalat’s largest milestones to date, and represents massive growth and opportunity.
To reflect this win, we pulled together a 360 degree digital strategy, mapping out its marketing ecosystem. Ultimately, we wanted to answer the big question: how can we use communications to increase engagement across the board?
After a company acquisition, it’s typical for internal engagement to be affected. So this was something we needed to address. Externally, we knew that Lactalis had to start reaching out – and engaging – a non-traditional audience base. In other words, creating conversations… not just with consumers, but health care professionals, suppliers, distributors, retailers and farmers. And one of the best ways to do so was via seamless marketing campaigns on mobile and other digital devices
We proposed a list of easy-to-execute creative and tactical strategies including:
• A dynamic series of video updates (in bitesized episodes) to involve senior leaders and staff, fire up engagement and cement cultural values. Many of the updates have had more than 80% engagement, which is a tremendous response.
• A light-hearted ad campaign to be used across all internal and external marketing channels.
• Video case studies showcasing the inside stories of key players involved in the remarkable journey from “the Paddock to the Fridge”
• Animated infographics promoting powerful data to cut through the noise.
• ‘Gifted’ or free content via social media, online and in-store platforms, providing insightful, entertaining and fun snippets of consumer content.
• A spotlight on sponsor stories such as a behind-the-scenes on the adrenalin-fuelled Bathurst 12 Hour motor race and football events.
