MOWI is a salmon farming, processing and sales company. MOWI is also the name of a variety of salmon - sourced from the wild river waters of western Norway: Vosso and Årøy, a premium product. The company pays close attention to the way the fish are raised, ensuring that the salmon are healthy and happy. They are fed only healthy, antibiotic-free feed, the composition of which is subject to a number of very strict quality controls.

It is the only company in the world that has its own farms where the salmon live stress-free and in near-natural conditions. MOWI contains 20% more Omega-3 acid than regular salmon.

What did we make of MOWI's delicious salmon?

Every dish starts with a recipe, so we too started with a workshop and then preparing a strategy for the brand's digital presence. We described the target groups and the subject lines we would use to communicate with the followers. We defined the tools that would allow us to achieve the business goals we had set.

Finally, we put on the apron and, together with the creative agency, set about preparing campaign recipes.

Communication activities on the MOWI profile are supported by paid campaigns in the Facebook Ads advertising system.

The combination of interesting content, well-crafted graphics and proper targeting of campaigns has led to concrete results within a few months:

Over 8,400 new Facebook likes in the period:

April - November 2022

+ 1,200 %

At a very low price per fan, averaging 0.86 PLN

Facebook outreach:

3,905,795

+ 15 %

[April '22 - November '22]

Instagram outreach:

1,441,603

+ 4.6 %

[April '22 - November '22]

New Instagram followers:

680

+ 419 %

[April '22 - November '22]

One of our tasks in looking after the profiles is to conduct micro-narrations with users. The topic of farmed salmon is perceived differently by the online community, so we explain how MOWI grows up and how the producer cares for its welfare.

In the communication, we share original recipes using MOWI salmon, educate in the area of healthy eating, introduce topics related to Norway - MOWI's homeland, draw attention to sustainable farming and care for the environment in line with #bluerevolution.

We like to cook together

As MOWI's strategic partner for the brand's presence in the social media space, we also implement image and sales campaigns.

One of these is a large-scale campaign with the subversive name: "Don't go to Norway", in which, in line with the ATL creation prepared by the German agency MOTOR, we used the image of Kristofer Hivju - star of the TV series Game of Thrones. Our task is to make the most effective use of the Facebook and Instagram space to promote the campaign - building the reach of the publication, gaining new fans and making the best use of materials provided by the client.