In 2003, Cocoapod pioneered the personalisable chocolates gift market. Recently however, new entrants into this market had used social media to eat into Cocoapod’s market share. To enhance its competitive advantage in this increasingly crowded arena, Cocoapod wanted to make its e-commerce proposition more contemporary, refresh its branding and update its online ‘Build a Box’ tool. 70% of sales were via ‘Not on the High Street’, and Cocoapod was keen to migrate sales directly to their own commercial website, improve e-commerce and develop a social media campaign.
The objective of the brand refresh was to emphasise Cocoapod’s originality and to communicate the brand with authenticity and honesty. ifour worked closely with Cocoapod’s team to reposition the brand as a higher-end maker of Belgian chocolates that allowed givers to put a creative twist on a ‘safe’, classic gift.
Exploring the essence of Cocoapod’s offer opened up new ways to express the brand’s key attributes of quality, fun, creativity, reliability and colour. Key consumer insights were revealed, along with points of strength and difference that could be emphasised in marketing messaging. The team explored how to sharpen the company’s use of language to communicate consumer benefits clearly and looked at new ways of reaching online audiences.
The brand workshop revealed powerful and motivating consumer insights which ifour integrated into a newly designed website and social media campaign for Cocoapod. The Build a Box online tool was repositioned as a fun way to create quirky, playful, personalised gifts and a customer ‘grow and retain’ strategy was developed to build audiences outside ‘Not on the High Street’ as part of a wider marketing plan.
Following the project, online orders for Cocoapod increased by 63% and revenue increased by 83%.