Goya is a world leader in Latin American products and has been representing Latin American flavors wherever it has a presence for over 80 years.
With a catalog of over 1,600 items, it offers a wide variety of products including pantry staples, condiments, beverages and frozen foods.
The objective is to position Goya Europa as the first choice for Spaniards when it comes to consuming Latin American products.
Transmitting an approachable image, promoting brand values such as healthy living and sports, as well as showing the great diversity and quality of its products, are key to achieving this goal.
Increase in the number of followers by more than 56% in the number of followers on Social Media since the project started.
Volume increase of +316% in impressions and +165% in followers on Instagram (priority channel).
Growth in Amazon Marketing Services monthly sales by 316% (2021 vs. 2018).
Increased visibility index by +120%.
Increase in organic positioning (first page of Google): +36%.
55% growth in User Experience metrics.
Optimization of CTR on buy buttons by 158%.
In the initial phase of the project, special relevance was given to the content and creative strategy to reinforce the branding and reach of the brand.
We worked to create a recognizable and coherent image for Goya. The values to be communicated and the audience we intended to reach were two pillars we took into account.
In parallel, the campaigns, sweepstakes and special actions executed have allowed us to achieve exponential growth in the community of followers and reach new audiences.
To implement this strategy, we created a team that included all the necessary fields in the project (creativity, content, paid media, SEO and web), maintaining constant communication with the client through agile methodology tools (Trello) and strategic meetings that allowed us to align objectives.
To complement the aforementioned digital strategy, a new website was launched for Goya with the idea of improving its brand image and optimizing users’ experience and browsing.
The custom-developed website is secure, remarkably fast, functional and customizable. In addition, it has a completely renewed image that is fresh and is associated with its strategic priorities.