Case Järvikylä – Record sales and visibility with a successful marketing campaign
The front pages brought attention value and the dynamic digital full-page increased the depth of the Järvikylä campaign. Järvikylä is a food brand owned by Famifarm Ltd, which markets salads and herbs.
The goal of the marketing campaign called Kaada kaamos (“Overthrow the darkness”) was toraise people’s awareness of Järvikylä’s herbs and salads and to promote greenness in the darkness of November.
“Järvikylä has been promoting a greener plate for 35 years. With the marketing campaign, we wanted to offer people new ideas. There is no special food-related celebration in November. With the Kaada kaamos campaign, we wanted to promote a healthy diet, and our goal was also to increase sales in the month that tends to be quieter,” says
Sini Memonen, Marketing Manager at Famifarm.
Solution
In addition to the cross-media front pages of Helsingin Sanomat, Aamulehti and Satakunnan Kansa, the marketing campaign included a cross-media full-page of Me Naiset and a full page in the Glorian Ruoka & Viini magazine. The dynamic digital full-page carousel and the social media highlight guided people to get acquainted with Järvikylä’s smoothie recipes and the Kaada Kaamos campaign message. At the same time, a radio campaign was running on the Sanoma channels.
Results
The marketing campaign generated more than 7 million contacts. The engagement rate of the dynamic digital full-page carousel implementation was very good: 4.8% of screens were clicked or swiped. Radio brought more attention to the marketing campaign. During the autumn, Järvikylä set an all-time sales record.
“Our aim was to gain wide-ranging visibility, and we succeeded very well in doing so. Radio advertising supported print and digital advertising well. The message gets stronger when it reaches people in different medias. Through Sanoma’s digital channels, our materials got a huge number of views – more than three million in total. From our point of view, this is a tremendous result,” Memonen says.
The dynamic digital full-page carousel ensured visibility
The dynamic digital full-page carousel featured Järvikylä’s smoothie recipes combined with the Kaada Kaamos campaign message.
“The results gave us confidence that our message interests people. The marketing campaign clearly boosted our sales. November sales were at a record high compared to previous years.”
”Famifarm opted for front-page advertising based on previous experiences.”
“You can get great visibility and attention on the front page. The dynamic full-page advertising brought more depth to the marketing campaign by presenting recipeinterested the readers. The dynamic solution also brought traffic to our website and could be seen in the number of visitors. We will certainly continue to carry out such implementations in the future as well,” says Memonen.
“The ad engagement rate of 4.8 was really high, among our best. The campaign metrics were above average in other respects as well,” says Producer Annina Pienimäki from Sanoma’s Data Sales team.
According to Memonen, collaborating with Sanoma is smooth and easy.
“Sanoma offers solutions that suit our needs. The campaign has a good starting point, becauseSanoma knows what could work and provides support for the implementation as well. The dynamic full-page solution was new to us. We received good and precise advice on how to implement it,” Memonen says.
“During the autumn, Järvikylä set an all-time sales record. The Kaada Kaamos concept worked really well, and the cross-media marketing campaign was a successful and stylish entity,” says Mika Halme, Sanoma’s Client Manager of Famifarm.
When looking for good visibility, Sanoma is an easy and natural solution. Cross-media presence is important to us, as the marketing campaign can be broken down into different channels.
The reach figures were wild, the content provided by Sanoma supports our brand image and we reach an interested audience through Sanoma. We are very satisfied. We will continue the Kaada Kaamos campaign and possibly expand Sanoma’s solutions to other marketing campaigns as well.
Sini Memonen, Marketing Manager Famifarm
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