Case Study
Serrats Preserves
From the tradition of the
Cantabrian to online success
With headquarters in Bermeo and a heritage that dates back to 1890, Conservas Serrats is one of the largest and most important references within the gourmet sector of the Cantabrian Sea.. Over five generations, the brand has built its reputation on product excellence, respect for the artisanal process and an identity deeply rooted in the canning tradition of the north.
In an increasingly competitive and digitized market, the challenge was not only to maintain that premium positioning, but also to to translate it consistently to the online environment.
The brand needed to strengthen its digital presence to connect with a global consumer who values authenticity, quality and the story behind each product. At the same time, this consumer makes their purchasing decisions in highly saturated and highly competitive digital environments.
In this context, e-commerce becomes a key strategic axis. Not only as a sales channel, but as the meeting point between brand heritage and new forms of consumption.
The challenge was to building a digital presence able to convey the value of Serrats without losing its essence, while generating demand and driving growth in an environment where user attention is increasingly difficult to capture.
Category
Ecommerce
Sector
Food - gOURMET
Services
Google Ads + Social Ads
Results achieved
The efficiency of the strategy translates into a substantial improvement of the established kpis. The evolution of the online channel demonstrates that the brand has reached a digital maturity capable of sustaining long-term growth.
Increased brand awareness
Massive reach was achieved in audiences that were previously unaware of the brand's sales.
Optimization of cost per conversion
Thanks to the synergy between channels, we achieve much more efficient recruitment.
Loyalty
digital
Much of the traffic gained was converted into a community that values the quality of the product.
The objective: Premium quality in a saturated environment
The challenge was not just to sell cans, but to convey the value of the brand.
- Positioning Conservas Serrats as the preferred choice over mass-market competitors.
- Create a campaign structure capable of coexisting and feeding back to each other with the analytical, design and development work of our partners.
- Achieving a smooth transition between Social Ads discovery and Google Ads purchase intent.
Our strategy: Full-Funnel approach
Google Ads
- Accuracy in search: We refined the bids for key terms, ensuring that Serrats appeared at the moments of highest intent.
- We refine the catalog working titles and descriptions, characteristics and types, so that the user has all the necessary information in shopping.
- Notoriety and new formats on YouTubeThanks to close collaboration with the creative team, we implemented a new video strategy aimed at strengthening brand recall.
- Closed purchase cycle, campaigns aimed at users with real purchase intent, maintaining brand presence.
Product optimization
- We coordinate with the organic content team promoting social media posts targeted at the top of the funnel. This has allowed us to increase brand recognition and the expansion of audiences subsequently worked on in the rest of the funnel, with the consequent increase in conversions.
- Boosting subscribers to the newsletter through low-cost recruitment campaigns. In line with the loyalty team, it allows you to activate loyalty strategies and increase recurrence in the medium term.
- Constant updating of creative content with a variety of formats, which allows us to obtain better performance in low funnel campaigns.
The key to success: Ecosystem work
01/
We align the creativities
We ensured that the message of the ads was consistent with the user's web experience and brand positioning.
02/
Synchronization
of data
We use the behavioral insights provided by the analytics team to optimize segmentation in campaigns.
03/
Strategy
unified
We coordinate the different teams to improve the efficiency of the investment, transforming the increase in traffic into real e-commerce growth.
04/
Experience
of the user
We optimize the data feed by improving titles and categorizations, facilitating the purchase decision and increasing relevance in Shopping.
