One way to do that is with relevant content targeted at specific target groups. For Alpro, we developed a content strategy based on moments. Moments that are recognizable in the life of the target group, in order to convince the consumer that Alpro fits very well in their lives.
Based on research in collaboration with Google, we have defined moments in the lives of our consumers. At these moments Alpro is shown as a relevant and naturally integrated product and this content is finally distributed on the right social media platform.