Founded in California more than 100 years ago Sunsweet, a well-known international food brand, is home to the largest fruit processing plant in the world.
Sunsweet engaged WSI to develop a digital marketing strategy, to present a consistent brand message across all their markets in Europe, matching their established offline marketing activities.
Why Sunsweet Commissioned WSI
One of the key things that attracted us to working with WSI over competitive agencies was their access to global capability.
They have a global network that we can access to help execute all campaigns across our various markets in Europe.
The Challenge: Prior to Working with WSI
Prior to working with WSI most of our marketing tactics would have been offline, so it would have been:
- Print advertising
Our challenge was to get a consistent marketing message across Europe and all the markets in Europe.
The Solution: A New Pan-European Website
One of the key projects we worked together on, was to develop:
- New US website, and
- European websites
which had to be rolled out across all markets. In addition to the many other elements, having so many different language was quite complex.
One of the interesting things about our website is we won a global standard excellence award which was in the food category. It was presented to us by Web Marketing Association. Thanks to WSI it made us look very good in Europe.
The Solution: Forecasting Model
WSI gave us a number of various models that we could work from, but in particular they have a very good forecasting model that we used. Basically it’s a ROI model where we measure each form of campaigning versus the investment. It makes it very easy for us to report back on our performance.
Leveraging Social Media to Increase Customer Engagement
We worked very closely with WSI on developing:
- Blog posts
- The social media aspect of our business, and
- Online competitions
It is a way of reaching the consumer most effectively and be “on message.” And we do this again across multiple cultures and languages across Europe!
The Sunsweet Conversion Funnel
Let’s explain the Buyer’s Funnel in more detail:
- Awareness – At the very top of the funnel we have things like video, blogs, articles
- Consideration – In the middle we have branding. This is where we engage people who are looking for prunes, or searching for something for which prunes may be the remedy
- Decision – At the bottom we have remarketing and retargeting where we reach back to our consumer.
The Result: Growth in Customer Conversion Rates
Italy – 84,000 Conversion, which is about a conversion rate of 10%. According to the FMCG environment, this is an excellent rate of conversion, the average being 2%.
Partnering with WSI
WSI is a very valuable strategic partner. We have a very small marketing department in Europe and we see them as an extension of our marketing team in Europe and they really work very closely with us.
Would Sunsweet Recommend WSI?
I would absolutely not hesitate to recommend WSI. Their global connection, their access to:
- Various markets
- Different cultures
They’re super and I think for any company that was looking to extend their footprint globally, I wouldn’t hesitate to work with them.
WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy. Simply give us a call or get in touch with us at email@example.com to learn more.
About the Author
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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