Are sugar beets and the history of Danish sugar interesting for the Danes? N365 proved to Nordic Sugar that their brand Dansukker can be the talk of the town.
Nordic Sugar, daughter company of Nordzucker, produces sugar in Denmark under the brand Dansukker. Nordic Sugar wants for Dansukker to be the preferred sugar brand for Danish consumers. That is why Nordic Sugar and N365 planned how to make Dansukker stand out with marketing efforts that can inform the Danes about the benefits of choosing sugar produced in Denmark.
The solution? Native advertising articles distributed on Meta about various aspects of Danish sugar: History, recipes, from field to table, sugar in food, and much more.
“We are very satisfied with the results of the campaigns for Dansukker. We reached almost 370 000 persons, and more than 40 000 clicked to learn more about Danish sugar. This success has led to the campaign being prolonged,” says Malene Alminde, Marketing Denmark & Norway, Nordic Sugar A/S.
Some of the most popular native advertisements on Meta, leading to different articles, and highlighting various aspects of Danish sugar – from field to table
Two magazines with a common goal
An important part of the strategy was to create two dedicated digital magazines, Sweet and homemade, and The Danish beet fields. N365 published a plethora of different articles describing how Danish sugar is made, how it is part of Danish history, and inspiration for how to use it in food and baking.
The campaign site ‘Sweet and homemade’ contained articles with recipes, tips and tricks, and jam – all highlighting the use of Danish sugar. ‘The Danish beet fields’ contained articles about the history of Danish sugar, the sugar beets life from field to table, sugar production, and how sugar interacts with food
According to N365 Denmark’s New Business Manager, Vivian Birkkjær, the diversity in topics was important for appealing to a broad group of Danes:
Vivian Birkkjær, New Business Manager, N365 Denmark
“We wanted to create different angles on the topic of Danish sugar, so there was something interesting to learn for everyone. One way or another, many people are in touch with sugar in their everyday life, so right from the start we had a strong belief we could make content that would interest the Danes. We created different articles and optimized the advertisements every day, to keep enhancing the results during the campaign,” Vivian Birkkjær tells.
Reaching new target groups
Throughout the campaign, N365 created more than 50 different ads – some completely different, others with minor tweaks – to A/B test what the Danes were most interested in reading about. N365 worked every day of the campaign with optimizing ads, target groups, ad placements, and platforms, to be able to keep enhancing the number of relevant readers of the articles. It turned out that many topics were highly popular, but topics highlighting reasons why to buy Danish sugar, and jam tips, were among the most popular.
One example of how N365 tested two different pictures. Both advertisements lead to the same article, but one performed 374,3 % better than the other
By optimizing ads and target groups on a daily basis, N365 was able to show Nordic Sugar how various groups of society were interested in the topic of Danish sugar and Dansukker, which impressed Nordic Sugar:
“We reached new target groups and were genuinely surprised by how widely appealing this campaign was, and by how interested people were in the history of Danish sugar production,” says Malene Alminde.
All articles in the campaign were distributed through Meta, which was part of the strategy for reaching a wide audience, while also being able to optimize on advertisements and target groups daily. This yielded a combined reading time of the articles of 21 days, 5 hours and 25 minutes of the articles, underlining the volume of the results.
After running a first campaign with N365 and prolonging it, Nordic Sugar are currently looking into the future of their marketing activities:
“We will definitely consider working with N365 in our communication in the upcoming years,” Malene Alminde concludes.
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