Five years and counting of an owned media led approach to brand growth with one of the most forward thinking FMCG brands. Delivering a 400% increase in monthly visits with minimal paid media, the new website is just the latest step in a successful partnership with Tilda to grow owned media as a central marketing asset.
FMCG is an exciting and fast paced industry, but even in 2016 it’s very traditional in its approach to marketing. That’s not the case with Tilda though. As the leading high end brand in Basmati rice, they were looking for a way to bring their incredible brand story to life and generate ongoing engagement with their audience.
With high competition from own label and the Mars backed Uncle Ben’s, we all knew that achieving cut-through with advertising was never going to be sustainable. We needed a digital, owned media and customer obsessed strategy. Tilda had a loyal consumer base, but little was known of them, and the vast majority of Tilda’s marketing was promotional.
Back in 2011 we started working with them to improve their digital knowledge and skills. That quickly led to the creation of a five year digital marketing strategy that would help the brand kick on.
That strategy has been lived and breathed ever since: we’ve updated their site, created dozens of videos, eBooks and social assets, run integrated campaigns alongside Tilda’s other agencies, and supported the leadership team on annual strategic planning. The consumer insight we’ve gained in that time has enabled Tilda to lead the field in data-driven content marketing in the FMCG sector.
In the last six months, we’ve used the insights learned from those five years to create a site that both meets consumer need and expresses Tilda’s brand mission. Put simply, it has helped us deliver a site that Tilda’s audience would find genuinely useful, and that generates ongoing data collection to further refine and mature the brand’s content marketing strategy.
A monthly commitment to content publishing with layered NPD and seasonal campaigns all anchored to the main website, supported by always on social activity, means every bit of effort compounds to build a traffic generating machine. The recently re-launched www.tilda.com anchors to the modern consumer, providing thoughtful content not just around healthy, delicious recipes, but also a heathy lifestyle. Truly bringing their Genuine Goodness brand positioning to life in a way that is useful and relevant to their target audience.
The New Site
The new site has delivered innovative ways to better atomise content, helping Tilda squeeze the benefit out of their content investment. The highly evolved WordPress CMS it has been built on uses our experience of running marketing, shifting even more flexibility to the marketeers in the creation of rich campaign pages, further reducing the reliance on technical skills and time to publish.