Increase the recognition of Sal Maldon in Spain by curating content on Social Media

The Challenge

Sal Maldon® decided to trust, and continues to trust Novicell to create a multidisciplinary digital strategy.

Maldon® came to Novicell with the objective of improving brand awareness and, at the same time, positioning itself as a leader in the flake salt market.

A very interesting challenge that Maldon® also proposed to us was to change the user's perception of Maldon Salt, not only is it suitable for meat but it can be used in any type of dish and recipe.

The Solution

Novicell previously met with Sal Maldon® in our offices to learn what their needs were and how we could help them improve brand awareness, and therefore increase sales.

To achieve the objectives that had been set, we created a multidisciplinary digital strategy that consisted mainly of carrying out segmented campaigns throughout Spain through programmatic purchases, Instagram ads and YouTube ads. In addition, different photography sessions were also held to improve and update the brand image. These actions were accompanied by a Hashtag contest on Instagram and different press releases in the main media in the Horeca sector and blogs in the food sector.

Another action that was carried out was a joint collaboration with the best 40 restaurants in 4 autonomous communities (Catalonia, Madrid, Andalusia and the Basque Country).

In addition, we regularly review the data that was being collected in order to be able to modify and adapt the strategy at all times. In this way, it was possible to detect in which aspects should be improved.

Today, we are still Sal Maldon®'s digital agency. If in the previous campaign we focused mainly on SEM campaigns, the current digital marketing strategy has focused on visual creativity and the creation of brand content, the management of social networks and social ads. It should be noted that the organic results achieved so far and the engagement are very positive.

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