share is a social impact fmcg company offering food, drink and hygiene products. Each product automatically donates a similar product or service to a good cause upon purchase by a customer.
Their products are available in local supermarkets, drugstores or, when on the move, onboard German trains or as an in-flight snack aboard airplanes.
As the CMO of the company, there were many challenges to be faced.
Some of the main challenges were to differentiate the brand and products from competitors: with many established companies in the industry, it is difficult for a new social impact company to stand out and attract customers.
Another big challenge was to communicate the social impact message effectively as consumers may not fully understand the social impact aspect of the company and its products, making it difficult to build a loyal customer base.
Building and managing the team was also a challenge because of the start of the covid pandemic and a balancing act of different and constantly changing priorities and opportunities.
Together with the senior marketing leads and external industry experts, we created a new brand strategy for share that differentiated the brand not only with its design and messaging, but holistically throughout the entire value chain.
The strategy also took into account the challenge of share's brand stretch through creating a new brand architecture and product portfolio to support the brand's main message and purpose of helping people in need while keeping the advantages of a diversified portfolio.
Messaging was one of the key pillars to get right and the developed messaging hierarchy helped to structure and optimize the company's communication.
Lastly, together with the C-Suite, we implemented measures to provide optimal working environments for the marketing team. That included a restructuring of the department into a fully-fledged in-house marketing and creative team with three vertical teams consisting of product marketers, advertisers and packaging designers.
Brand strategy & design
Brand & Product Promotions
Development & restructuring of the team
