Content Marketing Engine: Redefining Product Role through Culinary Ecosystem

The Brief (Challenge)

Brand's core strategic goal was to redefine the natural yogurt category and shift consumer perception. The challenge lay in moving beyond the "quick snack" image and presenting the product as a versatile culinary ingredient. The project required building an advanced ecosystem where renowned culinary influencers not only promoted the brand but served as direct inspiration, engaging users in long-term interaction.

Viramity in Action (The Solution)

We leveraged Viramity’s modular architecture to build the "Natural in the Kitchen" platform, seamlessly blending professional content with user creativity:

• Interactive Challenge Calendar: Implemented a gamification module in the form of a culinary challenge calendar to periodically activate the target audience and drive repeat platform visits.
• Recipe Creator (UGC Module): Applied an advanced User-Generated Content framework, allowing users to co-create the brand's knowledge base by uploading their own recipes and original food photography.
• Influencer Video Hub: Designed a dedicated multimedia section integrated into the engine to distribute exclusive video content from brand ambassadors, reinforcing the activation's aspirational nature.
• Content Management & Moderation: The system enabled smooth management of thousands of UGC submissions, giving the brand total control over recipe quality in real-time.

Proven Impact

By combining influencer authority with Viramity’s engagement tools, Bakoma successfully achieved its branding and sales objectives:

• Product Perception Shift: Thousands of user-generated recipes demonstrated the culinary versatility of natural yogurt, establishing new consumption occasions.
• High-Quality Engagement: Moving from passive content consumption to active ecosystem co-creation (UGC) resulted in deep target audience loyalty.
• Lasting Content Assets: The brand acquired a unique, authentic database of culinary materials (photos and recipes), providing a valuable asset for future promotional and SEO activities.

Closing

Managing a well-established product that needs a role redefinition in the consumer's daily life? Now you do. The story above proves that the Viramity engine can transform one-way communication into a vibrant ecosystem of shared experiences that effectively pushes the boundaries of your product category. If your strategy requires technology that can turn audiences into active brand ambassadors, let’s talk through your project.

Write to us at: marcin.przybyla@johncube.pl