Maggi recipe of success in digital

Описание

Digital service and content brand platform

Поставленная задача и ее решение

Tasks of Maggi digital strategy

1. Win consumers and shoppers preference through innovations in digital.
2. Grow Maggi share in top dishes through naturality, innovations and digital service.
3. Drive focus on healthy nutrition and quality of consumers' life.

Solution

We’ve created advanced and innovative brand platform, that leads among all FMCG platforms in Russia.

Key pillars:

1.PERSONALIZED COMMUNICATION SYSTEM
Advanced engine that delivers dynamically personalised communication, basing on user behavior.
2. SUPPORT CALENDAR
Situative, seasonal and trends synchronisation, based on more than 15 parameters.
3. E-COMMERCE INTEGRATION
User journey and web site framework optimised for e-commerce. 
4. MOBILE FIRST APPROACH
maggi.ru is optimised for mobile usability on 99% according to Google tests.

Скриншоты

Достигнутые цели и KPI по итогам запуска

Results

1) 2:30 minutes is time spent by organic traffic on site, which is 2nd place among Maggi Worldwide
2) 47% bounce rate the lowest bounce rate among Maggi Worldwide and among non-branded competitors
3) 5,5 TIMES increased number of views of the supported SKUs 
4) The number of website’s visits reached 5.9 MILLION and we have data about 4,5  million unique visitors
5) On the moment Maggi is in TOP-3 biggest branded site in Food and Beverages category on Russian market. 
6) 1 000 000 returned to maggi.ru again
7) Maggi has 62% share of mobile visitors ← Перейти к списку победителей