Yakult, known for the probiotic milk drink of the same name, is working with Newcraft to implement its new digital marketing strategy.
Yakult dairy drinks are best known to the general public for the benefits the drink promises for the health and stamina of the drinker. Each bottle of the Japanese drink contains around 20 billion Lactobacillus casei Shirota bacteria. These have been specially selected and cultivated to improve the “general health” of people, scientifically proven according to Yakult.
New brand strategy
With a new pan-European marketing strategy, Yakult aims to bring the story behind the drinks to a wider audience and bring it more life. This strategy is supported by a new platform, which will serve as the spider on the web for all of Yakult’s European websites.
Theo van Uffelen, European Marketing Director for Yakult, explains: “Yakult has been working on the same mission since 1935: to contribute to a healthy and happy society. The story of Japanese scientist Dr. Shirota and his philosophy on how to use good bacteria to promote everyone’s health requires storytelling with a direct effect on brand consideration. “
Naturally, the digital channel will occupy a central place in the improvement plans. Van Uffelen: “As a result of this change in strategy, websites have a different role in the marketing funnel; from an awareness / branding tool to an effective consideration channel with relevant content. “
As an advisory and implementing partner, it was decided to incorporate Newcraft. The first step in the collaboration was to develop a brand experience and associated content strategy. Roel Faulhaber, Creative Director at Newcraft: “It’s great to be able to help such a beautiful and caring brand with a rich history in the next step of its development.”
“Drawing on accurate data and insight into target group segments, we have developed a renewed content-centric digital brand experience that will motivate and support people in a conscious and healthy lifestyle.”
Later, they collaborated in the development of the new platform. This platform is being developed in close coordination with Yakult’s operating companies in Germany and the United Kingdom, the company’s two largest European country organizations.
The main design criteria for the platform was that while the approach should follow a global strategy, there should also be room in implementation for local differences and initiatives. The marketing teams of the various national organizations take the lead in this and are supported by Newcraft’s technology and change consultants.
Meanwhile, the first launch of the Yakult Germany and UK websites is about to be available. The other European countries will follow shortly.
Van Uffelen looks forward to the launch and other milestones in the process. “With this new digital platform and pan-European collaboration, we have taken a big step forward, both in the content and experience we offer our clients, and in the strategic rationale behind it.”
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