How do you give the traditional Kikkoman brand the digital "kikk"?
Kikkoman, the world market leader in the soy sauce industry, wants to reorganize its’ digital communication in Germany. Uhura relaunches the brand identity in the digital space.
In a brand workshop, the archetypes, values and attributes of the traditional brand are defined. As a result, the tonality and visual staging of the content has realigned accordingly in order to attract new target audiences to the existing consumer base. Additionally, Uhura relaunches the digital home of the brand – the website, reorganizes the social media page and optimizes the digital campaign management. After only half a year of working for Kikkoman, Uhura is promptly awarded the Fox AWARD for the work.
The brand's digital home, the Kikkoman website, is completely relaunched by Uhura in terms of visuals, content and technology. In less than 12 weeks, the UX/IA is optimized and a more efficient CMS as well as expanded functions are implemented.
Also the social media marketing is reorganized. Kikkoman is inspiring its’ community and the follower base with food lifestyle posts with new formats that are strongly dialogue-oriented. As a result, the follower base grew by 15%in three months. The average reach also increases by 350% and the engagement rates raise by 400% – really!
In addition to the existing Facebook profile, Uhura Digital also introduces Instagram as a new social media channel. The average interaction rate of 1.2 percent is far above the industry benchmarks.
The Uhura editorial team implements more than 30 different contents each month, is in charge of the community management, answers questions, provides tips and writes recipes as well as blog ideas for the Kikkoman website.
In the future, seasonal campaigns will focus on the digital communication of both the product and the brand and thus will also support the sales communication of the distributors.