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Cases Yakult Europe
Little bottle,
big challenge
The Yakult digital brand experience redefined
Japanese probiotics drink Yakult was looking for a partner to implement its new pan-european marketing strategy. With a substantial role for digital in its overall communication objectives, Yakult teamed up with Newcraft.
Together we re-defined their digital brand experience and did a full redesign of the website to optimize organic traffic and drive consumer consideration by using effective content.
Together with the local marketing teams in Germany and the UK we hosted multiple content & design foundation workshops. We combined qualitative user research with data and insights on audience segments to create a content first digital brand experience that supports people in pursuing a healthy lifestyle.
Yakult has been working on the same mission since 1935: to contribute to a healthy and happy society. The philosophy of Japanese scientist Dr Shirota lends itself perfectly to storytelling with a direct effect on brand consideration. With this new digital platform and pan-European collaboration, we have made a giant leap forward, both in the content and experience we offer our customers, and in the strategic rationale behind it.
Theo van Uffelen,
European Marketing Manager, Yakult Europe
Short & sweet
Enabling all local marcom teams to create content that resonates with the domestic audience and keeping brand consistency throughout Europe can be challenging. That’s why we created a tone of voice document with clear-cut guidelines that every copywriter can use.
Short & sweet
Enabling all local marcom teams to create content that resonates with the domestic audience and keeping brand consistency throughout Europe can be challenging. That’s why we created a tone of voice document with clear-cut guidelines that every copywriter can use.
Months to Go live
5
Countries to roll out
13
Bacteria in every bottle
20bn
Efficiency, scalability & consistency
With a central strategic approach and local execution, Yakult Europe and Newcraft will support the local teams in multiple countries with an efficient, scalable and consistent brand platform that leaves room for local initiatives.
The platform is now released in the UK and Germany, with more countries to follow soon.
Efficiency, scalability & consistency
With a central strategic approach and local execution, Yakult Europe and Newcraft will support the local teams in multiple countries with an efficient, scalable and consistent brand platform that leaves room for local initiatives.
The platform is now released in the UK and Germany, with more countries to follow soon.
Digital acceleration
Since the beginning of 2020, Newcraft has been supporting Yakult Europe to accelerate growth and boost digital transformation. To realize this ambition, Newcraft works together with Yakult’s digital team on activities such as organic growth, digital shelf optimization, CRM and the development of in-house digital capabilities.
