How do you give the traditional Kikkoman brand a digital "kikk"?
Kikkoman, the global market leader in the soy sauce industry, wanted to reposition its digital communications in Germany. Uhura relaunched their brand identity in the digital space.
Building on the needs of archetypes defined in a brand workshop; as well as the values and attributes of the traditional brand, the tonality and visual staging of the brand content were realigned to activate new target groups alongside the established user base. Additionally, Uhura relaunched Kikkoman’s website, refocused their social media strategy and optimised their digital campaign management.
The brand’s digital home – the Kikkoman website – underwent a complete visual, content and technological overhaul. Concurrently, Uhura enhanced the UX/IA, implemented a more efficient CMS and expanded the sites functionalities – all in less than twelve weeks.
A new social media strategy was also implemented. Kikkoman now inspires its community and follower base with food lifestyle posts and new formats that are strongly dialogue-oriented. The results speak for themselves; Kikkoman’s follower base grew by 15% in three months, average reach increased by 350% and engagement rates rose by 400% – for real!
In addition to the existing Facebook profile, Uhura Digital also introduced Instagram as a new social media channel. With an average interaction rate of 1.2%, it exceeds industry benchmarks.
Uhura’s editorial team produces more than 30 unique pieces of content every month, along with; overseeing community management, answering questions, providing tips and writing recipes for the Kikkoman website.
Special seasonal campaigns – designed to support the distributor’s sales program – flank product and brand communication on Kikkoman’s digital channels.