Accompanied by the strategy consulting firm Uzful, the Sojade brand publishes a vegetable cookbook … 100% community. Originality: the recipes come from the social posts of its “fan” customers.
From marketing to community style. This is the recipe applied by Sojade (Triballat Noyal group). The brand specializing in plant and organic food products, distributed in specialized networks, published in February 2020, Gourmand.es, a cookbook (vegetable, necessarily) co-created with its community on social networks. Supported by the strategy consulting firm Uzful, the brand intends to integrate the community approach into its marketing strategy, for, in the short term, improve the relationship with its customers, and, in the future, push the approach to the co-creation of products. “Sojade has a very committed community with the brand, with an impressive volume of spontaneous shares on social networks regarding the use and consumption of its products., contextualizes Pierre Favre de Thierrens, customer manager at Uzful, in charge of the Sojade brand for a year. This is why we recommended Sojade to change her communication posture. We believe that the brand must stimulate, then promote, the creation of content by the community, by moving from sender to middleman of content. “
700 contributions in 6 months
From the summer of 2020, Sojade and Uzful set up on Instagram a “permanent competition”, continues Pierre Favre de Thierrens, in order to call on users to share their best vegetable recipe (incorporating at least one product of the brand), using the hashtag Sojade. “The gain for the contributor is visibility, since each week, Sojade distributes the best recipes on his account”. Result: 700 contributions received by the brand in 6 months.
Sojade then selected 20 recipes from among consumers, employees of the Triballat group – also called to participate through an internal challenge – and four influencers from the world of vegetable cuisine (@la_gourmandise_selon_angie; @fitspau; @courgetteandco_family; @ carolinerecipes). Then grouped them together, after obtaining the consent of the contributors, in a book based on the seasonality of the ingredients (with 5 recipes per season). “Beyond the recipes, the book is also designed as a vector of brand values, complements Anne-Charlotte Bonnet, UF Végétal Bio product manager at Sojade. It is an educational support on the seasons and the plant sector, which is still unknown. We felt the need to show and explain how different plants can be used on a daily basis “.
The guide, published in a limited edition of 1000 copies, is distributed free of charge to the participants of the operation, as a thank you for the “work” done, in a way, for Sojade. The brand undertakes not to sell the book, nor to compete – and this, to go beyond the codes of a commercial brand. “This book truly symbolizes the change in the brand’s communication strategy. It is made by its community … for the community”, confirms Pierre Favre de Thierrens. Proof of this is that some contributors organize contests to win copies for their own community. “We did not set ourselves the goal of publishing a second volume, explains Anne-Charlotte Bonnet. We first want to promote this edition to our community and external customers. We will thus offer our best customers organic stores in which we are partners. “
50% of Sojade’s social content … is created by its “fans”
The change in posture is bearing fruit: it is clear that the UGC is growing. 50% of the content published on the brand’s social networks now comes from the community. Sojade receives around 100 contributions each month – 30% of which come from a “hard core” of consumers who are informed and committed to organic. “The book is a first step to show that we know how to co-create content. The wish is to involve the community even more with the brand, on the brand’s commitments, its future, its products”, says Pierre Favre de Thierrens. “We want to be in close proximity with our consumers, to respond favorably to their expectations, notes Anne-Charlotte Bonnet. Being in close contact with a community makes it possible to raise needs and questions, in real time, without waiting for more distant returns from certain studies “.
To go further on the “brand content” aspect, Sojade wishes to go beyond the sole theme of recipes – which today concentrates most of the contributions. “We are focusing on lifestyle themes, by offering workshops on yoga for example, an activity appreciated by consumers of the brand. But also on the nature and the functioning of the earth, through tutorials. On this type of content, we are also thinking about co-creation to move towards more inclusion “, says Anne-Charlotte Bonnet. Externally, but also internally, since a “around fifty employees expressed the fact of being a consumer of the brand, of having an interest in it and of wanting to share sporting or culinary content”, completes the UF Végétal Bio product manager at Sojade.
Benchmarks on Sojade’s social networks:
* About a hundred contributions per month.
* The global audience of Facebook and Instagram, from 1er August 2020 to January 31, 2021: more than 8 million impressions and 200,000 engagements.
* Each publication reaches, on average, 45,000 people.
For further :
– [Vidéo] When the brand values the content of its community: the example of Xiaomi
– How to make your brand content more immersive?