When all competing brands communicate the same thing, the best way to stand out is to break new ground. This is what we have done with Sojasun: instead of following the traditional path of the “soy” category, which moves in the territory of taste (unappetizing) and health (solution for intolerant people), we have openly opted for an emotional positioning. To show the “sun” side of soy. That is, enjoying life, trying new experiences, eating healthy while still having fun, varied and delicious food. A path that no one had traveled before and that we have made our own…
SERVICES
Copywriting – META ads – CRO – Landing Page – Graphic Desgin
Starting Point
SOJASUN came to Sheridan looking for an agency change to explore new ideas and work on content more creatively. Its digital presence included Twitter, Instagram and Facebook.
The first step was to create a concept with magic, very “sun”: suggestive, appealing, full of vitality, sustainable and 100% vegetable…
Objectives
Its objectives were to position itself as a fun brand and to better connect with the young (and not so young veggie) audience through innovative strategies.
Services delivered and channels used
A creative idea to which we add all the power of the integration of some of our own services:
- Digital strategy service.
- Project and community manager services.
- Creative service to work a concept and pieces for Instagram, Twitter and Facebook.
- Management of the sponsorship of the Cadena 100 Por Ellas concert.
- Creative concept and pieces to support the sponsorship of the Cadena 100 Por Ellas concert.
Strategy
We openly bet on an emotional positioning. The strategy for Sojasun was based on building an authentic and close brand, developing a creative concept “Show the “sun” side of soy”.
We enhance your digital communication with relevant content, new channels and sponsorship of strategic events, aligning all actions with brand objectives.
Activation actions
- Vegetable video-recipes: Recipes are the content with the best engagement in social networks (20.13% of total interaction).
- Influencer marketing: Collaborations with influencers to give maximum visibility to the brand and also generate quality content (UGC).
- Sponsorship of Club Movistar Estudiantes: A doubly strategic collaboration, on the one hand to enhance the values that Sojasun shares with the sport and on the other, to generate notorious actions that give visibility to the brand in different scenarios.
- Special actions: To bring brand values to new audiences, generating visibility and sampling. For example, the Zen Fitness Day for more than 100 women or a Veggie Showcooking to reinforce the brand’s culinary positioning…
