When we adjust our diet and make the choice to go vegan – similar to 3 to 9% of Canadians under the age of 35 – two priorities guide us: learn more about the vegan lifestyle and look for appetizing recipes.
The context
When looking at the keyword searches on Google, it is obvious that vegans’ thirst for learning is almost insatiable. We also realize that Canadian vegans are epicureans and like to get their hands dirty!
The mandate
After analyzing Canadians’ consumer behavior, Made in proposed a winning strategy to the Montreal-based brand GUSTA, both for the management of its community and the creation of its content.
Throughout the year 2020, the agency worked to increase the brand’s visibility and awareness, and to engage GUSTA‘s customers in a conversation with the goal of conversion. To do so, Made in deployed an all-out editorial calendar:
Deployment
The choice of content was strategically studied by Made in. And publishing it on one social platform over another was sub-weighted to ensure that the content created had maximum return. The content approach, which featured vegan athletes among others, resonated with the GUSTA community.
An SEO analysis performed beforehand revealed the topics most searched for on the web by local vegans. Thus, the posts, stories, pins, blog articles, videos and recipes created by Made in and its collaborators met the needs formulated by GUSTA‘s followers.
The publication schedule remained flexible throughout the term. Made in was flexible enough to deal with the vagaries of a pandemic year (quarantine, supply delays, production constraints). The agency made strategic shifts as often as necessary. In the end, the GUSTA community was supported continuously, from January to December, in a friendly and apolitical manner.
Analysis and conclusion
This mandate shows that agile community management, multiple types of SEO content and co-creation are winning marketing approaches. They multiply the communication channels, the creative angles and the opportunities for interaction with the audience. They unite a maximum number of people by reaching them on the platform best suited to their preferred content format.
This long-term strategic approach pays off. The GUSTA brand is gaining visibility, credibility, legitimacy and notoriety on a daily basis, as it has established itself as a global reference in vegan culture. It solidifies its clientele and learns, in the process, to know them well and to better satisfy them.
Despite the complications inherent in a pandemic year, GUSTA can boast that it has maintained growing statistics throughout 2020. Its Instagram and Facebook communities gained subscribers and 17.3% of the traffic recorded on GUSTA’s website was directly generated by social media. 2020 is proving to be a successful year for GUSTA… guided by the marketing expertise of Made in!
