Kikkoman, the world market leader in soy sauces, is restructuring its digital communication in Germany and has commissioned Uhura to relaunch its brand presence and social media communication.
Building on the needs of archetypes defined in a brand workshop as well as the values and attributes of the traditional brand, the tonality and visual presentation of the brand content was realigned in order to activate new target groups interested in food trends in addition to traditional users.
In addition to more active social media communication, an essential part of Kikkoman's digital communication is also the relaunch of the brand's digital home, the website, which was created by Uhura in just three months. To this end, Uhura is developing a new UX/IA concept, a more efficient content management system, extended functions and optimized the systems for email marketing.
Social media marketing has also been restructured. Social media guidelines have been drafted, which outline both the visual and content requirements for ongoing social media communication. In several content formats that work in a highly dialogue-oriented manner, the community and the follower base are inspired for their food lifestyle with Kikkoman as an all-spice. In addition to the existing Facebook profile, Instagram was also introduced for the German market. The Uhura editorial team implements more than 15 different content per month, takes over community management and answers questions and comments and writes recipes and blog ideas for the Kikkoman website.
For more information about Kikkoman, visit: www.kikkoman.de
With new customer Kikkoman, Uhura continues its growth over the last few months. In addition to Kikkoman, the traditional brand Schlaraffia, the energy company Uniper and one of the largest European bicycle parts manufacturers Miranda from Portugal have already been won over this year.
