Mr. Jamalizadeh

Founder and CEO of Shirini Leili

Platin walks in your shoes.

Leili, a brand with over a decade of remarkable experience in modern modern pastry-making (systematic factory baking and distribution) and product-oriented café management, has always been recognized as a symbol of quality and innovation in the food industry. With more than two decades of experience and a decade of active market presence, Leili has solidified its place in the hearts of customers through creative and high-quality products. The recent rebranding campaign, aimed at redefining the brand and connecting better with the new generation, marked a significant milestone in Leili's history. This campaign was met with widespread enthusiasm and successfully attracted a larger audience by positively reshaping the brand's image.

Following the success of the rebranding campaign, Leili launched a second campaign with the goal of expanding its influence and solidifying its new brand position. This campaign was designed with a dual purpose: first, to strengthen relationships with existing customers, and second, to attract new audiences and broaden the brand’s customer base. The vision for the campaign focused on reinforcing Leili's branding by emphasizing values of innovation, quality, and customer experience.

In this campaign, the target audience was carefully identified and defined. Considering the increase in domestic travel to Mazandaran Province during June, travelers to this region and local residents who host tourists were recognized as the primary audience. This selection provided an opportunity for direct engagement with target groups outside traditional retail settings.

To design an effective campaign, understanding the behavioral patterns and preferences of the audience during this period was crucial. Alongside Leili's internal team and by analyzing past consumer data and behaviors, particularly during the warm seasons and holidays, we gained precise insights into the needs and preferences of the audience. This analysis included buying patterns, the most popular products, and customer travel preferences. These key insights formed the foundation of the campaign’s marketing and communication strategies, allowing the team to establish targeted and meaningful connections with the audience.

Leili's campaign strategy was based on two main pillars: creating a memorable brand experience for travelers and strengthening emotional connections with customers. This strategy was designed considering holidays and increased travel to Mazandaran to maximize impact among target groups. The choice of this approach stemmed from Leili's desire to enhance its presence in the minds of travelers and create a distinctive and enjoyable shopping experience.

The planning and execution of strategies were carried out in a way that ensured Leili's active and effective presence at every stage of travelers' journeys. The campaign began in the weeks leading up to the holidays and continued until the end of the holiday season. At each stage, the emphasis was on creating effective and memorable connections.

One of the main tools of the campaign was the use of roadside billboards. The billboards were designed with nostalgic elements related to travel. They featured messages inspired by popular songs and attractive images of Leili products alongside the scenic views of Mazandaran. The goal of this tactic was to establish an emotional connection with travelers and remind them of the joys of their journey.

The campaign also actively used social media, especially Instagram, to engage directly with the audience. This included hosting contests, sharing travel-related stories, and promoting enjoyable shopping experiences at Leili stores. These tactics not only increased engagement but also helped create a dynamic and enthusiastic online community around the Leili brand.

Leili provided a unique experience for customers by setting up photography kiosks in its branches. These kiosks were designed so that customers could capture and share their moments in the store using the installed cameras. This initiative not only helped in recording over 6,000 memories but also created a space for deeper brand interaction and increased customer engagement.

In line with expanding digital presence and increasing audience interaction, Leili organized various contests and challenges on social media. These contests, often centered around travel and memories related to Leili, allowed audiences to share their experiences with the brand’s products and participate in raffles for valuable prizes.

Leili's second campaign, focused on creating positive experiences and meaningful interactions with customers, yielded significant results. The increase in store visits, improvement in brand image among the audience, and sales growth indicated the campaign's success. It also contributed to strengthening customer loyalty and attracting new audiences.

Positive feedback and quotes from customers and media served as evidence of the campaign's success. Customers shared their delightful and memorable shopping experiences on social media and in online reviews. The media also analyzed the success of Leili's marketing strategies, praising the brand’s innovations in customer engagement. This feedback not only demonstrated the campaign’s widespread acceptance but also helped reinforce Leili's brand identity and position in the market.

Following the successful execution of the second campaign, Leili has managed to strengthen its position as an innovative, beloved, and distinguished brand in the market. Previously known for its high-quality products, the brand is now recognized as a creative and leading brand in the minds of its audience. The use of interactive and creative strategies in the campaign helped Leili establish deeper and more meaningful connections with its customers and solidify its reputation as a prominent brand in the confectionery market.

Leili’s second campaign, achieving its set objectives, demonstrated that strategies based on interaction and creativity can significantly enhance brand credibility and attract customers. For future campaigns, it is recommended that Leili continues this creative approach while also seeking ways to expand and strengthen digital interactions. Additionally, by analyzing data collected from previous campaigns, newer and more targeted strategies can be designed to reach new audiences and increase the loyalty of current customers. Ultimately, maintaining a focus on customer experience and creating lasting memories can help deepen Leili’s position in the market and in the minds of the audience.