THE CLIENT
Joka is a Macedonian-based dairy company that has been present (and influential) in the industry since 1993 and is among the first private dairies in the region. The dairy has been steadfast in establishing and following the latest processing technologies and employing advanced machinery to increase its production capacity and improve the quality of its products.
Joka has thrived on the trust it shares with its suppliers and buyers and hinges its success on the quality of its products, which it certifies with the implementation of international quality standards like the HACCP.
Since its conception, the brand has been present in consumers’ lives, but not exceptionally distinguished from competitors.
THE CHALLENGES
For anyone near and around Strumica, Joka is a staple. While the company has been present since the 90s, a large portion of its popularity was in the area of its establishment. This was further exacerbated by the lackluster online presence that constituted little more than a website and scattered social media updates.
Thus far, the company has been going down the traditional marketing route (which is still key to its strategy) but lacks in the digital sphere. The brand also had difficulties showcasing its USP and building a community of engagement, along with issues stemming from consumers who haven’t been educated on the benefits and differentiators of their products.
Some challenges Joka faced included:
- No online sales
- Haphazard social media presence
- Traditional approaches with little results
- Little brand name recognition nationwide
THE SOLUTIONS
When the client reached out to us, they reiterated their need to find a partner that consults, instructs, and executes on a long-term basis, not an agency that does one-off campaigns. The company doesn’t want quick wins or short-term gains – it wants clear, effective, omnichannel strategies that tell a story and establish a strong brand identity. This can only be done through continuous work together.
To do this, our team developed a plan that included:
- Discovering and targeting audience segments that respond to the brand’s offers
- Updating and automating the webshop for their newest product, ghee
- Creating a promotional plan for driving awareness of a new product on the market
- Solidifying tone and voice, color schemes, and brand guidelines
- Creating branded visuals for their online presence to increase recognizability
- Making and optimizing Meta ads for brand awareness, engagement, and sales
- Revamping the social profile to become the go-to resource for educational content
- Creating billboards, digital billboard ads, and branding stores and vehicles
THE RESULTS (so far)
While we’re still in the throws of our strategy for Joka, we’ve already seen great results that have expanded the company’s reach and impact on potential consumers.
We put a special emphasis on centering the brand’s social media pages on edutainment content (educational+entertaining) that outlines product-specific benefits, industry-related knowledge, and quick fun facts to help customers understand the products they’re buying.
Since ghee was Joka’s newest product and the one they had the most trouble promoting as it’s the first of its kind in North Macedonia, many promotional efforts were focused on creating awareness and demand.
Our results so far speak for themselves:
- 427% growth in online sales compared to the previous year
- 3:1 consistent ROAS across platforms
- 1,500,000 impressions
- 18,000 profile visits
- 1,000+ interactions from 1 giveaway
FUTURE PLANS
Thanks to the efforts of our team in building trust and rapport with the client, we’ll continue working on the account for the foreseeable future. With the audience much more aware of the brand, the dairy is better equipped to position its products as a necessity for customers.
In the near future, we hope to:
- Develop a 360 marketing strategy
- Grow online sales even more
- Work with influencers across platforms
- Continue our social edutainment content
