Pangasius branding and promotion campaign – continued

Globally Cool and the Vietnam Association of Seafood Exporters and Producers (VASEP) teamed up again for conducting several PR campaigns for the promotion of pangasius.

Products

Pangasius

Year

2019 – 2020

Country

EU (general)

Type of activity

  • Branding
  • Online marketing
  • Strategy development

Year

2019 – 2020

Country

EU (general)

Type of activity

  • Branding
  • Online marketing
  • Strategy development

During 2019-2020, Globally Cool and the Vietnam Association of Seafood Exporters and Producers (VASEP) have continued conducting several PR campaigns in the EU market for the promotion of pangasius. This is done in an effort to counter the negative sentiment around the fish.

The aim was to keep the online presence of ‘Your everyday fish’ fresh, increase the engagement with the fan base in the social channels and contribute to effective trade fair participation.

Activities

  • Content management activities such as security updates, WordPress management etc.
  • Actively updating youreverydayfish.com and adding fresh content in 5 languages on 5 domains (Germany, Netherlands, Spain, Italy, global).
  • Development of fresh content being: pangasius blog posts, news articles, testimonials, recipes of consumers, exporter information and press kits
  • Heavy SEO campaigns
  • Posting on social media channels – Facebook, Instagram and Pinterest, via a campaign calendar
  • Intensive Facebook posting schemes (at least 4 Facebook posts per week on each page) to increase the reach, interaction and number of page likes.
  • Facebook ads campaign among the targeted food lovers in English speaking target markets. The campaign had 2 components: one was to increase the fan base. The second was to increase engagement.
  • Creation of attractive 15-second videos and pangasius food pictures.
  • Contests on e.g. pangasius quotes and videos of consumers.

Results

  • Five ‘Your everyday fish’ websites were managed intensively. They can be accessed from www.youreverydayfish.com. The websites all include information on healthy aspects of the fish, stressing its sustainable aspects hereby highlighting relevant sustainable aquaculture certifications such as ASC. Also, numerous pangasius recipes are available as well as blogs, news articles, testimonials, press kits and exporter information.
  • In addition, the visibility of the websites in Google has increased due to heavy SEO campaigns that were carried out. As a result, Google results represent more factual information and positive news around pangasius.
  • Trough the social media channels of Youreverydayfish (mainly Facebook, which is available in four languages) interaction with thousands of consumers in Europe has been established. This has increased the number of likes on each Facebook page considerably – up to 10.000 in total.

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