Croatian businesses and bloggers are finding value in mutual cooperation.
No matter whether they cover topics such as fashion, gastronomy, cosmetics or something entirely different, bloggers influence on the business world is increasing and their cooperation with the well-known brands has become a common place. It is therefore not surprising that a number of Croatian companies, such as PIK, Dukat, Metalac, or foreign brands like Catrice and Essence, are successfully collaborating with bloggers by building and enforcing the status and brand image of their products, reports Poslovni.hr on May 31, 2016.
For instance, three years ago, PIK meat processing company has decided to redesign its webpage Volim-meso.hr (Love Meat), not only visually, but also strategically and content-wise. Their aim was to create an active online community which loves meat and promotes all the benefits of eating meat. The authors are people who cook, make photos and write, and they were chosen according to their affinities, the way they present their dishes, their writing style and their ability to teach others how to cook meat. Two years later a comprehensive research has shown that people who buy and cook red meat regularly visit Volim-meso.hr looking for inspiration, education and solutions to practical problems related to meat preparation.
Dukat, another big Croatian company, wanted to encourage people to cook food and enjoy tasty dishes, so they hired six selected Croatian cooking bloggers. Dukat’s Instagram content on Saturdays is being created by bloggers. Within the first year of their cooperation, the bloggers have presented 44 original recipes related to Dukat products.
“We were mulling over what kind of content to provide. We knew that we did not want to bore people by simply promoting products. The time for that has passed, especially on Instagram, where the point is to create content that will be relevant, useful, entertaining and applicable for the followers”, said Elena Wolsperger-Dolezil, who is leading this project at Dukat.
Matilda Miličić, who does marketing and PR for brands Essence and Catrice, said that the cooperation with the bloggers was only natural for them. “Blogs have become places where a realistic picture about a product can be created. The opinion of bloggers has become very important to young people and we have an excellent ratio of the price and quality, and therefore a very positive feedback regarding the communication and promotion of our brands through blogs”, Miličić concluded.
