VSKILLZ CREATIVE BUSINESS SOLUTIONS BY VITTORIO SOMMELLA
CASE STUDY
Role: Brand Strategy & Positioning
THE CHALLENGE
Nii is a health food brand created in San Diego by nutritionist and mother, Shanais Pelka. Her vision to bring the healthiest foods on the market started with a delicious, nutrient dense, organic bar. After a preliminary analysis, it was clear that the image Nii was displaying was not enough to represent a premium
brand.
A weak message to a small audience was preventing Nii to position properly in an extremely crowded and high competitive market.
As often occurs with startups, Nii had a great product but resources were limited.
SMART SOLUTIONS
Another problem was being able to "reuse" the design and the assets created by the previous agency without counting on extra budget or adventuring in drastic projects.
In fact, despite the strenght carried by slogans such as "OWN THE DAY" and "SHARE THE DAY", previous marketers did not really take into consideration the economic effort needed to create effective marketing campaigns using those two messages and identify the with Nii foods. The solution had to be economically pursuable and strategically effective.
We created a bespoke campaign to fit all the brand
needs: BE NIICE TO YOURSELF! carries a playful and powerful message about the quality of the products and the positive impact on customer's life.
Integrating the brand as part of the slogan, made it extremely flexible. Icing on the cake, it gave solution to a big pronunciation issue. In fact, people seemed to struggle understanding the correct pronunciation of Nii making uncomfortable and unconvenient for everyone.
Be Niice to Yourself naturally drives the audience to pronounce the name correctly, it identifies the brand with a specific lifestlyle and save the company from making a bigger economic effort to market it.
A PREMIUM WEB EXPERIENCE
The second step was the creation of a new website. The goal was to create something as premium as the product but also original, scalable, user friendly and affordable. While, on the technical side, the magic word was UX (User Experience), on the other hand, we realized the design needed to be clean, adventurous, organic and modern. It had to be true reflection of founder's vision and Nii target audience.
In addition, standing out from a strong competition appeared to be possible only creating and high quality design, a smooth UX and an effective value proposition, features that don't come cheap nowadays.
In order to achieve all the above, we established synergies with both professionals and private companies. Those partners were spontaneously embracing Nii lifestlye and they naturally supported the definition of Nii image and unique message.
In addition, we maximized the inputs from Nii team and we effectively managed all communications to ensure high quality results on timely manner and within the budget.
The coordination of a new digital marketing strategy, the creation of fresh consistent content and a refreshed image, incremented web traffic, conversions and drove sales.After two months the company doubled online sales, increased CTR of about 239% (CTR) and generated more than 500 new B2B leads nationwide. In a timeframe of 6 months also social media engagement grew about 74%
