Charismatic creativity. Trusted tradition. Quintessential quality. Snack the Cranberry way. Rebrand of leading dried fruit and nut snack specialist, Cranberry, positioning them as premium with a contemporary edge.
Challenge
Cognition were tasked with assisting Cranberry in meeting their short-term and long-term growth targets.
Cranberry wanted to penetrate the B2C market following B2B brand success.
This included:
A full rebrand, including brand proposition and key messages
Supporting marketing material and new packaging throughout the range
A new website that catered for both B2B and B2C audiences
Positioning Cranberry as a market leader in premium flavoured snacks across B2B and B2C markets
Widespread awareness of Cranberry to a wider consumer/end-user market
Integration of automation platform HubSpot
Delivering a persona-based marketing strategy
Outcome
10,707 visits to the website from social media in 6 months
37% Increase in session duration in 2016
Visitor to contact conversion rate is up 200% over 12 months
Social media currently driving 52% of all website traffic in 2016
Social media traffic continues to grow by 75% week-on-week
Visitor to contact conversion ratio from direct traffic is currently at 250%
Used behaviour-driven segmentation to increase overall campaign performance and conversions
Bottom of the funnel purchase CTA performing 240% above industry average
