A. VOGEL
A.Vogel, stay healthy naturally.
Since 2020, A.Vogel has been working to increase its presence and brand recognition at a national level in Belgium. In both the French and Dutch markets, but with different goals. In the Dutch market, the A.Vogel brand and its range of products are more well-known,so the objective is to engage with the target audience, educate them, and introduce them to the full range of products. We focused on objectives of engagement and consideration and positioned the A.Vogel brand as a solution for their daily health needs.
In the French-speaking market, the brand is not as well-known, so we focused on increasing reach and awareness. We started by promoting A.Vogel’s key products, such as Echinaforce, Eye drops, Hay fever, and Herbamare, before introducing the full range.
In both cases, we used an educational and content-focused approach in the first wave of promotion, and focused more on specific products in subsequent waves.
Date
Since 2020
Website
www.avogel.beServices
Strategy
Media
Tracking
What we did
So far, we have worked on a dozen different products from the A.Vogel range and have created three annual media plans for different target groups.
Each year, we created a plan that provides solutions for stress, sleep, immunity, colds, and irritated eyes during specific times of the year. We also promoted healthier food solutions, such as Herbamare, specifically during the summer and barbecue season.
We used different networks and digital channels to promote educational content, such as brand articles, blog posts, and influencer partnerships.
On YouTube, we focused on TV spots that presented the brand, its USP, and leading products, structured according to each season.
On Outbrain, we focused on native and advertorial content that presented educational information about the brand and its benefits, and promoted online tests about stress, sleep, and immunity.
Lastly, we collaborated with bloggers and influencers on specific topics. We also continuously used Google Search and implemented product remarketing campaigns.
The results
We were able to increase the reach and visibility of the brand in the Walloon region. The recognition of the brand, and particularly Echinaforce, has increased to the point that we are now promoting the full range of products.
In the Dutch market, we were able to position the different products and promote the full range of A. Vogel products.
We also saw increases in traffic to the website, time spent on the pages, and engagement with online content, which all had a positive impact on product sales.
