Central Lechera Austriana was the first dairy product brand to be founded in Spain in 1969. With an innovative spirit, it’s a company that offers quality products to its consumers, and assures the sustainability of the sector and the adequate retribution of the value added by each and every component of the milk supply chain.
In order to attract a high number of quality visitors to the brand’s website, a Native Advertising campaign was put in place.
A new section was added to the website, named Advice, which included content related to the brand and the values it stands for (healthy nutrition, food intolerance, lifestyle, etc.) with information valuable and useful to users. 10 articles were created in an initial phase and since then 2 to 3 new pieces of content per trimester are added to continuously optimize the campaign. Traffic was attracted to the website through an ample network of reference portals in Spain. Articles were mentioned as “Recommended Reading” by entities such as El País, Mejor con Salud, La Vanguardia and ABC.
To attract new members to the Central Lechera Austriana Club, an e-mail campaign was developed, with over half a million e-mails being sent to various databases, dedicated to the brand’s target audience. This campaign directed traffic to a landing page on which new members could get product discounts every month over a year, with the aim of sustainably encouraging activity and permanence of members in the club.
The strategy also included using Facebook to spread the word of the above mentioned promotion on different profiles related to the target audience. Through these actions, we reached out to over half a million Facebook users.
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