David Sweidan of Willowton Group pictured in Jellyfish SA offices.
This established FMCG company was looking for a way to connect more directly with consumers, to engage and showcase their extensive product range. They wanted to expand on their interactive #nowwecooking concept but hadn’t ventured very much into the digital marketing space previously. Willowton Group decided to find an entrenched company with the vision to really see this campaign through, and this search led them to Jellyfish.
“The pitch was quite open-ended, making it open to interpretation which is great,” explained Tim Lombard, MD of Jellyfish. “Many of their products are centred around cooking, so we felt they should own this space with the #nowwecooking platform. This is going to be a unique campaign, unlike any countrywide, and the concept is taking off.”
Lombard said they were excited to be working on the Willowton Group, one of the country’s more forward-thinking companies ready to embrace the digital marketing sphere.
He said when considering what digital marketing techniques would work for companies, Jellyfish adopts the ‘challenger sale’ approach. “Clients are no longer likely to spend time helping agencies discover their needs. We aim to teach our clients something they did not already know. We challenge the brief. And then we offer something unique and different that separates us from the rest.
“We believe today’s brand relationships are the sum of every interaction along a digital journey. Marketers can no longer fire out an occasional 'brand campaign' — every journey can build or detract from brand reputation.”
Commenting on the #nowwecooking campaign, Willowton Group’s marketing executive, David Sweidan, said: “Digital is an ever-changing landscape whereby we can create real-time conversations with our consumers, as well as content they can consume from the comfort of their mobile devices.
“As traditional marketing mediums are being consumed less, we recognise the opportunity to fully embrace moving into the digital space. We needed a partner that would be able to understand our objectives and bring personality to our brands.
“Jellyfish has been able to seamlessly integrate into our business and understand what it is we want to achieve. They are passionate people that innovate continuously and have a multifaceted approach to business. From junior to executive level, every one of their employees treats our business with importance. We look forward to a long and successful partnership with them.”