Energised: Ocelott Grows EasyFishoil’s Sales 400%
Enter Ocelott: an interaction design and communication consultancy agency, carving a unique space led by a creative yet scientific approach to solving client problems.
We spoke with Ocelott President & Chair Dr Sertaç Öğüt to find out how his agency tackled EasyFishoil’s unique demands.
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The Challenge
Farma Ege, owner of the EasyVit brand, a very young and dynamic pharma company, approached us to create a new Omega 3 food supplement brand with children as the target audience.
This presented a couple of market challenges with multiple product USPs.
The product needed to be introduced to the market while also being permanently sustainable. Our client was expecting a fast return too.
One of our key campaign goals was to generate repeat sales and brand loyalty. Farma Ege wanted its product to stir emotion and love in its clients.
The Results
400% Farma Ege sales growth
40% Turkish fish oil supplement market growth
63/100 Turkish mothers using EasyVit EasyFishoil
The Process: Swimming towards Success
Understanding the product was key. So we studied it inch by inch.
Our research found that kids liked EasyFishoil a lot, but mothers ultimately had the final say when it came to buying supplements and vitamins.
So we decided to create a kid-friendly product face and branding that could also talk to mothers in a modern, playful manner.
We came up with the name EasyFishoil. This was a no-brainer which was straightforward – it’s an easy-to-use product in every aspect and is very healthy, satisfying mums’ needs.
When it came to branding, we realised we needed a friendly character to be the face of EasyOil to appeal to children – the product’s key target.
We created a friendly character called Goldie, a happy, smiling sporting a Viking helmet, helping us connect the brand to ideas of Scandinavian health and vitality in a fun, accessible way.
Goldie captured both children’s imaginations and attention, becoming a figure of trust for kids and mums alike.
Finally, we created the brand’s key – a bold but truthful and impactful message: your kid is going to ask for one more!
To launch the product, Ocelott devised a nationwide multimedia campaign.
First up was a television commercial, bright and colourful, which proved effective to the brand’s key consumers and audience. The advert was broadcast for three weeks across Turkey on nationwide networks during primetime.
Next up, we harnessed the power of social media via concerted Facebook and Instagram campaigns. Seven different content ideas were conceived and delivered, with a two-day posting frequency.
Finally, we topped off the campaign with a mobile-friendly, single-page website. This contained all the necessary product information, as well as YouTube content produced by our team.
We then continued our marketing strategy by using mass audiences offline and funnelling them to digital channels by focusing online campaigns on a narrow audience. We supported our primary campaigns with influencer marketing, micro and macro campaigns.
Identifying the Marketing Strategy Gaps - and Eliminating them
There was minimal time to create a comprehensive campaign that appealed to such a broad audience, but, with proper planning, we managed the campaigns very well. At Ocelott, we pride ourselves on being a team that always works in harmony with clients to become an extension of our customers’ marketing teams.
It is no secret that clients look for quick wins when it comes to marketing campaigns.
However, it was tough to emphasise the quick win since there was no prior brand awareness. We were effectively starting from scratch.
The significant gap between our agency and the client was whether to market the product via benefits or an emotion-driven approach. As much as we tried to find a balance, it is safe to say that we achieved our goals via talking to feelings rather than leveraging just the product’s benefits.
The Happy Campaign Ending
Through this campaign, we were able to triple the number of the brand’s social media followers and a significant increase in interaction.
Our campaigns weren’t just beneficial to the client. They had a seismic effect on the whole Turkish fish oil market. Through EasyFishoil’s popularity, the market has grown about 40%.
Sales of EasyFishoil increased 400% compared with previous years, achieving unprecedented success.
Today, EasyFishoil is Turkey’s preferred children’s fish oil. Moreover, 63 out of 100 mothers started using fish oil regularly with EasyFishoil, as studies have shown.
We created our own category within the vitamin and health supplements sector in Turkey with this campaign. After all, it’s not the technology that defines a product; it’s the attitude. We feel our agency’s strategy made the difference, but the client thought the new brand was bold enough to be worth trusting and investing in.
Now, Farma Ege has been able to start operations worldwide, including the EU, North America, China and MENA and is progressing as a multinational brand.
About Ocelott
With the idea of becoming a global player in mind, Ocelott has achieved substantial growth in today’s extremely competitive and dynamic digital scene.
Ocelott has created significant value for various local and global brands by making herself available at strategic and operational levels.
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