Educating and Changing Perceptions Through Owned Content
Verlasso is a new brand of farmed Atlantic salmon, raised in harmony with nature and with adaptive farming practices that address the industry challenges.
Food & Beverage
The farmed salmon industry has historically been faced with issues related to overcrowded pens, overuse of antibiotics, and depletion of feeder fish that are essential to the ocean’s natural food chain. Linhart PR (LPR) was tasked with helping Verlasso drive sales by overcoming long-held stereotypes to convince target audiences – chefs, distributors, retailers and consumers – that Verlasso farmed salmon is a thoughtful, healthy, sustainable and delicious choice.
Verlasso had a blog, but content and posts were limited and did little to drive engagement. Through a carefully planned content strategy designed to position Verlasso as a thought leader, highlight Verlasso’s differences from competitors, share company news and connect with all audiences through a mix of business-to-business and business-to-consumer content posted three times per week, LPR successfully grew the blog to become the “homebase” for all of Verlasso’s digital communication efforts. With posts ranging from interviews with retailers and chefs using Verlasso; recipes with beautiful photos; salmon cooking tips; the most current food trends; industry news; and more, Verlasso was ready to start pushing out its content. The LPR team shared all blog content via Facebook, Twitter, Pinterest, and through a bi-weekly e-newsletter, driving visibility and engagement. Paid social advertising helped give Verlasso’s strong content an extra boost.
Owned blog content allowed LPR to spread Verlasso’s story -- that not all farmed salmon are created equal and Verlasso salmon is a delicious, sustainable option for fish lovers -- across all online channels and to all target audiences. In addition, LPR helped establish Verlasso as a sustainable aquaculture thought leader and source for food news.
Increased traffic to Verlasso.com by 146% from 2012 to 2013
Grew e-newsletter subscribers by 65% from 2012 to 2013
Increased Facebook fans by 1,238% from 2012 to 2013 and reached more than 1 million unique users
Grew Twitter followers by 140% from 2012 to 2013
Changed fan perceptions online
Connected with key sales prospects and keeping Verlasso top of mind
“Linhart PR’s digital programming has been a hard-working sales tool for us. Since partnering with LPR, we’ve increased web traffic exponentially and driven more customers than ever to our Where to Buy page. Our blog is now a robust communication vehicle, and the steady stream of engaging content LPR planned and created has generated online conversation and social channel shares. LPR also manages our social channels, giving us a consistent voice online. Their e-mail marketing expertise allowed us to create an e-newsletter that connects with current customers and prospects to keep them informed and engaged. Even when prospects aren’t always answering the phone, they are reading our newsletter. LPR has been a great partner for Verlasso and we’re so pleased with the results we’ve achieved working together.”
- Renee Henze, Global Marketing Manager, Verlasso Salmon