Multichannel marketing for Fisherman's Friend

Brief

WaveCrest has been Fisherman’s Friend’s partner in not only brand activation, event concepts and samplings, but also with social media actions. Partnering up with WaveCrest makes it possible for Fisherman’s Friend to centralize various marketing actions to the same partner, and also to create comprehensive campaign executions that combine both digital and face-2-face interactions with consumers.

Fisherman’s Friend reached out to WaveCrest with the need to refresh their digital marketing strategy and actions. While their digital marketing efforts had been consistent and versatile, they were not reaching the right audience, particularly the younger target audience. They were hoping to see more engagement amongst the desired target group in digital channels. 

Objectives

• Supporting business and brand strategy with social media actions
• Building brand awareness among young people
• Growing the presence in multiple social media channels and increase engagement, impact and frequency

Advertising campaigns were not part of their existing action plans but hoped to be part of the renewed strategy.

From social media channels Instagram was the only channel used therefore also the channel strategy needed fresh ideas and expansion outside Instagram. 

Solution

Since our cooperation began in summer 2023, we’ve worked closely with Fisherman’s Friend to develop their digital marketing approach: 

• We created a targeted digital marketing strategy, combining digital content, tastings, and activations, bringing a cohesive and an impactful experience.  

• We broadened the digital marketing channels by introducing TikTok and Snapchat platforms with high engagement among younger audiences. 

• We developed and implemented targeted advertising campaigns designed to reach the right demographic, ensuring customer promotions and content resonated with the younger audience. 

Since the implementation of the digital marketing strategy, we have been focusing on maintaining and growing Fisherman's Friend's online presence in social media channels and optimizing campaigns based on performance data. 

Results

During our co-operation, we have gained a significant increase in brand visibility and engagement, especially with younger consumers. We also have been able to improve alignment between marketing content and target audience, leading to better engagement as well as sales performance. 

One of the key focus areas has been to increase the frequency of brand interactions in all marketing channels. We have identified the best actions and channels to meet this target based on gathered data. As the result of this we have succeeded in multiplying the frequency of brand encounters in the right target group. 

We have received a more dynamic and effective presence across multiple digital channels, allowing Fisherman’s Friend to connect with their target audience in new and exciting ways. 

In addition to social media co-operation, WaveCrest is also Fisherman’s Friend’s partner in brand activations and samplings. Read more how we created a multichannel event concept for F-League floorball games together with Fisherman’s Friend.