37% increase in session duration in 2016

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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.
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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
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