Case Aladdin
Aladdin is one of our successful marketing cases. The brand has a secular tradition in the market, offering innovative thermal products, which comply with the strictest international quality standards.
Aladdin was founded in 1908 by Victor Samuel Johnson, an American businessman. At first, the company manufactured oil lamps. However, in 1917, the brand took a new direction: the process of creating products for storing and transporting food. Similarly, products for storing beverages were designed. The target audience: women and their families.
Present in Brazil since 1938, Aladdin is synonymous with technology and sustainability. The company has a policy focused on environmental responsibility and all factories comply with good production practices. Pacific Market International (PMI), founded in 1983, owns Aladdin and Stanley brands, among others. PMI has been operating in South America since 2014 and has several environmental certifications, acquired due to the good practices of its factories.
At Aladdin’s request, we carried out a complete communication work, from social networking to printed graphic materials. Check out some of our solutions!
From online to offline
Aladdin’s main showcase is the social networks. In Brazil, for many decades, the brand was known by those who buy in retail stores or in the main markets. However, with the internet, Aladdin has now a strong digital presence. The social networks helped leverage the brand’s visibility, as well as the interaction with the audience.
Interaction is fundamental. Through a direct dialog with users, it is possible to map problems, verify flaws and receive positive feedbacks and valuable suggestions. These data help to outline an assertive communication strategy, in accordance with the company’s principles and values.
Social networking
Aladdin’s Facebook page has a community of over 500,000 people* who like the page. The content offered on the fanpage is different from what most stores that sell products/services offer. Most of them seek to promote sales and do not dialogue with their users, so they cannot understand their demand. This is where social networks come into action.
In the case of Aladdin, the user has the possibility to engage with the profile posts, which denote a visual identity and a language that bring people closer to the brand’s universe and products. The page is addressed to an audience that is passionate about drinks (whether coffee or mate), seeking to bring an identification dialog with this target.
We worked with images that evoked moments of leisure and relaxation, as well as moments of everyday life. Posts with an informal language gave a lighter tone to the brand, bringing it even closer to the audience. We also developed campaigns for Instagram, Pinterest, YouTube, Facebook Ads and Google Ads, as well as distribution of press kits for influencers.
*Data from January 2018.
Aladdin Facebook has a community of over 500,000 followers
Website and store
Websites are the gateway to the customers. They help consumers clarify questions they may have about the products or services and even purchase them. For this, special care – good layout, ease of navigation and adaptation to a mobile version, for example – must be taken to ensure success.
Thus, we at VX redesigned and developed Alladin’s new website. We brought a more modern and functional style, aggregating the store and the website at the same web address. In addition, to help deliver Google search results, we applied SEO techniques, which provide more conversions organically.
Aladdin Hidrata App
Another strategy used for this marketing case was the creation of an app: Aladdin Hidrata. Apps are an excellent way of being present in the consumer’s day to day life, generating a relationship of trust. Apps and games have been widely used by companies, and the popularity of these means has become one of the strongest allies of current marketing.
The app was developed to help consumers get into the habit of drinking water. The idea is to show how the brand’s products can help with hydration, essential for the proper functioning of our organism. The purpose is to promote well-being and encourage the consumer to lead a healthier and more balanced life.
The app calculates, from data such as weight, gender and level of physical activity, the ideal amount of water consumption for a day. Then the person chooses a model of the product that will accompany him/her and the app indicates how many times to fill it up. In addition to daily monitoring, the app – available for Android and iOS – launches weekly, biweekly or monthly challenges to further stimulate the healthy habit.
Layout and editing
Besides online media, we also developed layout design and editing of Aladdin’s printed material. We designed layouts for their stands at trade fairs, races and other events.
Likewise, we established how the stands would operate and provided the hiring of promoters. We followed the brand’s visual identity for the development of catalogs, business cards and badges for Aladdin’s representatives. We aligned graphic elements with information in a harmonic way, communicating a modern and innovative image.
Our work was based on a clean design, transmitting Aladdin’s basic values and principles. At the same time, this communication promoted a more modern and youthful image of the brand, reaching an audience mostly interested in content. Thus, the pieces created and their positive content provided excellent results!
