KIWI has committed itself to building a larger part of the customer dialogue in their own channels. This started through a new loyalty program – KIWI PLUSS, launched concurrently with a new communication concept, an extensive advertising campaign and focus on content in their own channels and social media. KIWI has previously had relatively little focus on content in their own channels.
Spoon Norway has worked with a wide range of tools on behalf of KIWI. We work every day with editorial development, content production, operation, optimisation for search, distribution and effect – in close cooperation with the customer and the advertising agency. Content is developed based on message and interest, but is adapted for each channel so the customer finds KIWI and KIWI finds the customer.
In a period of four months, KIWI recruited more than 600,000 members to join their new loyalty program KIWI PLUSS.
The traffic in their own channels grew and KIWI got more customers. And not least, customers bought a lot more fruit and vegetables, which was a declared goal. KIWI also scored higher on customer satisfaction, recognition and positive connotations associated with health and price.
Spoon produced films that received very high ratings, attracted more social media followers, and customers experienced receiving messages that were better suited to their needs.
KIWI achieved a market share exceeding 20% for the first time in January, and is today Norway‘s largest advertiser (Q1/2016 ).
KIWI recruited more than 600,000 new members in a four-month period.
KIWI achieved a market share exceeding 20% for the first time in January.
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