A healthy brew
of digital strategy
Cafea Fortuna is the largest Romanian coffee brand. Since
2015, the brand has embraced a new concept and started
ATL communication. This coffee of the people toutes local
values and has the pedigree to prove it.
We managed to get a meeting with the client, who told us
he wants to push the brand message in the digital medium.
Omnichannel strategy, Content strategy, Ux/ui strategy, Competitive data analysis & strategy, Customer insights, Concept development, Copywriting, Web design, Ux/ui design, Web development, Art direction, Digital media buying & planning strategy, Print production, Cpc, Project management
Strategy director, Creative director, Client service, Concept developer, Copywriter, Web designer, Ux/ui designer, Full-stack developers, Art director, Project manager, Media & planner
We created an intuitive, modular platform connected with all
the other assets of the brand. We went for a fullscreen canvas
with visual impact, where we could experiment more with the
elements and colors of the brand.
The prototyping and design were developed mobile-first, and
the language was tweaked for a more direct connection with
Custom design & development, Parallax/animations development, User experience smoothness, Social media integration, Mailchimp integration, Automated newsletter subscription, Analytics code integration, Facebook pixel, Microelements tracking codes, Load speed optimization
The loyalty program
To fulfill the client's initial wish, we had to confront two
challenges. Firstly, how do we transfer the brand’s loyal,
older, offline clients to the digital platform, and secondly,
how do we keep them on as brand lovers?
The answer was a platform based on a collect-and-win
scoring system, meant to automate the flow of information
and to get the users to engage with the brand online. With
the platform ready, we planned multiple campaigns on the
website. Every action on the new platform helped users
collect loyalty points. Once a user reached a point threshold,
they could claim a prize directly on the website.
Facebook, Google, Instagram, Youtube, On site
Facebook newsfeed, Facebook new audience, Facebook remarketing static, Facebook boost post, Gdn, Google search, Google remarketing static, Insta newsfeed, Insta story
Initially, digital communication and promotion visibility
were not optimized. To fix that, we created a modular,
automated and easily updatable section in the platform, dedicated to promotions and campaigns where online
and offline media could be connected and accessed directly.
Then we ran a 6-month campaign with serious prizes and a
huge amount of engagement and user-generated content.
Online & offline, multichannel & high maintenance, we closed
the brand loyalty loop through monthly challenges and
introduced consumers to a new way of interacting with the
Facebook, Google, Instagram, Youtube, On site, In-store
Facebook newsfeed, New audience, Carousel, Remarketing static & video, Sponsored posts; gdn, Google search, Remarketing static & video; instagram newsfeed, Static & video story, Youtube ads, Newsletters, In-store island, Wobbler, Roll-up
clicks in the first month
leads in the first two months