Pirulin
Pirulin (known as Pirucream in some countries) is a chocolate wafer in the confectionery category with over 30 years in the international market. It is positioned as a transnational B2C mass consumption brand owned by Empresas Sindoni.
SUCCESS STORY PIRULIN
The Problem
Although the Pirulin brand has high awareness among Venezuelan consumers, the average engagement on their social media, with over a million followers, was only 0.83%, and their digital channels showed a monthly growth of less than 1%.
The brand was significantly concerned because the new generation, although familiar with the product, did not find it interesting in the digital world. Therefore, our challenge was:
Create a social media editorial line that would make Pirulin a trending brand in the Venezuelan digital market.
Discover insights that would help the marketing department make strategic decisions.
OBJECTIVES
Our Specific Objectives
Maintain a monthly engagement rate of over 5% for 12 months.
Generate a monthly growth rate of over 10% for 12 months.
Identify an insight that could have a considerable impact on the brand within 3 months.
Specific objectives are those we set jointly with our clients and are characterized by being numerical and time-bound. This means they must be expressed in numbers (percentages, amounts, quantities) and time (2 weeks, 3 months, 1 year), helping both parties understand exactly what needs to be achieved and within what timeframe.
Cindy López
Cindy López | CEO Mercadearte Global
SUCCESS STORY
What Did We Do to Achieve Our Goals?
We developed a strategy focused on creating social media content that provided tangible benefits to the target audience.
based on them, created content with several goals in mind:
by our audience.
That it would be commented on by current and potential consumers.
Beyond content, we created a friendly, approachable, and irreverent digital personality for customer service. This allowed us to receive honest and valuable feedback that helped us understand what the new generation of Pirulin wanted.
Throughout the management process, we collaborated with other brand members, achieving a significant success: a new product.
SUCCESS STORY
Identifying a
Market Opportunity
Our consumers not only liked eating Pirulin, but they also liked mixing it with other desserts. So, we wondered, what if Empresas Sindoni created a Pirulin-flavored ice cream? To test its potential effectiveness, we launched a teaser through social media, which became a significant insight for the brand.
After receiving audience feedback, the brand formed a strategic alliance with McDonald’s Venezuela and created the McFlurry Pirulin, a vanilla ice cream with chocolate syrup and Pirulin pieces.
On the day of its launch, the Pirulin ice cream was a Trending Topic on Twitter for 12 hours, reaching 3 million people, garnering 163,000 interactions, and being shared 34,000 times on Facebook without any paid advertising.
SUCCESS STORY
The Results
6%
INCREASED ENGAGEMENT
We increased the brand’s engagement from 0.83% to 6% monthly in less than 6 months.
369,66%
NEW FOLLOWERS
We achieved a 369.66% increase in Instagram followers in just 3 months.
83,56%
FOLLOWER GROWTH
We achieved an 83.56% increase in Twitter followers in less than 4 months.
We identified a new market opportunity in less than 3 months.
We identified more than 20 new insights that the Pirulin Marketing Department used to optimize product communication.
