The customer
Regional Mineral Water of Social Character. Peñaclara is water closely linked to rural development in La Rioja, to sports, to culture, and to promoting healthy lifestyles and environmental conservation.
This bottling company leaves no one indifferent. It reuses plastic while respecting the environment, has several solidarity initiatives and has 23 employees in rural areas (fighting against empty Spain).
The challenge
“Do we need to digitize? We need to turn it around. It’s been a tough pandemic year, we need to make up ground and grow. Our water is good, and people know it. But somehow we are distancing ourselves from our consumers, we are not managing to be present in the new generations.”.
These were the words of one of the members of the Peñaclara council. Indeed, we are talking about a water with a very strong and respected identity in the La Rioja area, but with a digital presence that could have been much improved at that time.
With these words on the table, we set the following objectives:
- Growing in modern food and Horeca in sales
- To be relevant in the digital world by creating a brand image.
- Provide content in networks focused on our consumers and carry out initiatives and collaborations with companies that will respect these company values.
The solution
We study the competition, both local and national waters. We realized that, apart from the product, few of them provided valuable content. We landed a strategy focused on two target audiences:
- the end consumer
- Horeca distributor
A keyword research was carried out in order to see: What related words could we rank for? What if they provided value to the user?
Then we developed a new website in WordPress with Woocommerce product catalog with descriptions of each product of more than 300 words. We tried to create a website focused on brand values, sustainability and local character. Pages were created for the different solidarity initiatives that have been carried out.
At the content level, a blog post was written each week, according to the content opportunities offered by Google searching for long tail words.
With regard to social networks, we are pursuing a final objective: to create a community by working on a more updated and constant brand image, and providing valuable content to users with a fundamental Riojan aspirational touch. In this space we develop solidarity initiatives, establishing symbiosis with other regional businesses. In addition, we carry out influencer marketing strategies with microinfluencers from La Rioja, to reinforce the growth of the community.
We worked on local seo optimizing google my business. Creating categories and uploading the products of these, with their respective descriptions. News is also uploaded to this profile as content is developed in the blog.
Results
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5%-8% sales growth
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Growth in organic users from 200 to 20,000 users per month
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x4 in instagram followers
