AddReal has worked with Jamba Juice
for the past three years on a variety of branding campaigns.
With AddReal's proprietary system, the campaign team undertook a
comprehensive brand analysis about consumers’ online behavior
and perception.
 Overview Our customer has had an increasing need to ensure its position in online branding awareness and he decided to take a more proactive approach to his online communications strategy. Changes in a customer’s approach to search ranking and the rising importance of social media meant that the client needed to redefine how it addressed its customers online. AddReal’s approach to online branding in this case was focused around organic search and social media, and is based on analysis of connected brands. In the online world, brands can no longer operate as a standalone channel. They can’t simply broadcast their offering to consumers in the hope that they’ll passively consume it. Instead, they need to see themselves as part of an online network, where their brand sits at the core of an interactive set of relationships and conversations. Consumers’ interactions with brands are no longer restricted to passive consumer advertising. Today, they are online researching a brand's store on search engines, discussing it on social media, sharing their opinions or reading about it on review sites. AddReal used this analysis as the basis for their new campaign. AddReal team used cutting edge research techniques to identify the issues that had most impact with their target audience. They then used this insight to build a variety of onsite content that would not only start online conversations and interactions through the brand’s network, but would also positively impact the site’s organic search rankings. Objectives To drive brand awareness online, to drive engagement with the brand, to grow the network of sites that interacts and engages with the brand, and to drive profile in search engines for the company around key search terms. These objectives were essentially complementary by driving awareness of and engagement with the client. The campaign could grow the network of sites that link to the brand and would thus drive search profile. Another of the core objectives of the campaign was to engage with consumers at different stages of their online presence. Traditionally, product selling has been about capturing consumers driving in their cars or walking by the store. However, AddReal recognizes that this is just the final stage in a longer consumer journey towards buying our targeted brand, instead of other kinds of available drinks. Before stepping into a store, consumers will usually have predetermined ideas in order to decide where to stop and make a purchase. By targeting these stream sections of the consumer journey, AddReal intended to drive awareness while potentially encouraging the public to search in maps for the nearest store in their neighborhood and to avoid the need to focus on bidding for highly local competitive paid searches. Solution The first stage of the campaign focused on analysis and consumer research. Using AddReal’s tool, the campaign team undertook a comprehensive brand audit of consumers’ online behavior and brand awareness. By looking at search trends, online conversations and social media destinations, they were able to understand where people gathered online and what they talked about on their online journey towards points of meeting and reunions. For example, two or more people establishing a meeting place could be influenced to choose one of our customers’ brand stores. By appearing in the right place at the right moment, we could achieve influencing the mind of the audience and influencing the place for the next meeting. Using the insights obtained from the analysis and research, AddReal was then able to structure a campaign that was pointed on relevant topics to potential consumers. This topic was then used as the basis for a set of contents that formed the heart of the campaign’s activity. AddReal's team generated useful content for the consumers as articles, games, goods and photographs. They used the site to be further promoted through the deployment of traditional and online PR tactics, in order to raise awareness of the content that was intended to serve a range of purposes. As well as being of direct interest to site visitors, it also helped to generate search equity by profiling the site to search engines as a voice of authority on a broad range of topics. Perhaps most importantly, the content was also intended to serve as a driver for off-site interest by offering a resource which could be discussed with and linked to other websites. Results The campaign was strongly effective in driving awareness of and engagement with the brand’s online space. By enabling the brand to interact with customers outside of the traditional point of purchase environment, it was able to avoid costly bidding wars for premium search terms. Instead, it was able to pick up quality traffic from different places in the consumer’s journey toward purchase. The organic search and social media content was generally clicked-up across a set of target sites, generating incoming links as well as driving conversations around the brand. In terms of search engine visibility, the result was an unquestioned triumph with a 56 percent increase in natural search traffic and an 82 percent increase in top-10 visibility in terms of store location. An even more potent indication of the campaign’s success was the rise in traffic from unbranded, generic search terms from 27 percent to 63 percent of all search traffic. The success of the content in creating engagement with the brand can also be seen in statistics. Referral traffic, where users are being directed from another site, rose by 127 percent as the client's target network picked up the content and linked to it their site. A side effect of this was a major increase in midweek traffic that is usually limited as consumers had other reasons to visit the site. The general impact of the campaign is also clearly indicated by the outputs from our system's monitoring which enables the number measurement of online behavior toward a brand. According to this metric, brand fidelity increased by 38 percent in almost one year, while the number of brand mentions rose by 195 percent. |
