Brand Equity Case: OchridsInfo
For OrchidsInfo, my colleagues and I got to work on the brand eguity.
Step 1: Who are you?
The campaign for orchids is being developed in collaboration with all potted orchid growers in the Netherlands. Under the name 'Art of Life' they have joined forces to inspire and inform people about the versatility of and the applications with the orchid. On social media the orchid can be found under the name OrchidsInfo .
The campaign focuses on the idea that orchids deserve a special place in the home. Just like paintings or other works of art, these exotic beauties invite to be admired. Because of their diverse flower shapes, colours and motifs you can also safely label orchids as 'Art of Life'.
Orchids
Step 2: What are you?
The Facebook and Twitter pages of OrchidsInfo, just like you saw at Zwarte ukraine mobile phone number list Coffee, have been given the theme of simplicity. It is all about the elegance and beauty of the orchid. The idea behind these pages is to create an active community where people can ask questions about their orchid, find inspiration or simply admire the beauty. Fans can always ask questions about their own orchid. The service surrounding this flowering plant plays an important role in the experience surrounding the orchid.
Step 3: How do I feel about you?
The fact that the orchid is a hit with the target group is clearly visible. At the last Fanpage Award of TNS Nipo, the Facebook page of OrchidsInfo finished fourth in the list of Facebook page of the year. In addition, the page is constantly in the top 25 of the most active Facebook pages in the Netherlands. OrchidsInfo is now also active on Instagram, to inspire the 'younger' people with beautiful photos of orchids. The fact that the fans associate themselves with the orchid in a positive way is also clearly visible in the positive reactions on Facebook.
Orchid Post
Step 4: How is it between you and me?
At some point, as a brand, you want to know what the consumer thinks about your brand. One way to gain insight into this is, for example, by conducting a survey among fans. At OrchidsInfo, we conducted a survey among fans. The results of a number of questions are shown visually below.
orchid_infographic
The demanding fan
It remains a challenge to keep fans and ambassadors involved with your brand, we noticed that too. How fans judge your brand can be influenced. Bad service or promising things you can't deliver can do a lot of damage.
You will also see that one month the involvement around your brand is much higher than the other month. By analyzing content you can of course already find out the interests of your fans. In addition, the fan will also become more demanding over time and, among other things, 'punish' content if it does not suit him or her. For example, we have experienced that with the orchid the interest is not so much in the point of fashion, jewelry or other products in which the flowering plant is included. It is all about the beauty of the orchid. We learned this while building the community.
Make that choice
It is also possible that you have not heard of OrchidsInfo before. This