Global Strategy

Full-Funnel Marketing & Media Strategy (12–24 months)

1. Diagnosis in a Nutshell

Funnel too narrow, top clogged

Traffic is at ±25% of 2021 levels, ad spend has decreased, and focus is strongly on retaining warm leads. Result: good ROAS and CRM conversion, but insufficient new inflow and penetration growth.

Overfocus on performance

ROAS ±3.2 is healthy, but the brand is not being built sufficiently. The shift to "How Brands Grow" is desired, but brand building does not yet get the right space or measurement frameworks.

Context: Self-financed growth

No more external capital injections; every euro must be P&L-healthy and contribute to long-term brand and penetration growth.

Fragmented Data & KPIs

DTC, marketplaces, and retail are not yet viewed as one system. There is no fully integrated KPI framework bringing together brand, performance, DTC, and retail data.

Strong Foundation in DTC & CRM

Shopify CVR (~3.2%) and CRM conversion (6–7%) show clear product/market fit and repurchase willingness. This is a solid foundation to scale upon.

Capabilities Gap

Skills and capacity around brand building, creative platforms, and distinctive assets are limited. There is a need for external strategic and creative reinforcement.

2. Strategic Framework: Brand Building + Performance
Brand Building
  • Goal: Build mental availability & penetration in NL/BE/FR.
  • Horizon: 18–36 months.
  • Role: Mainly upper & mid funnel – broad reach, category entry points, distinctive brand assets.
  • Channels: Video/OLV/CTV, social video, influencers, PR, OOH/DOOH, in-store branding.
Performance
  • Goal: Optimize direct sales, CAC, and CLV (DTC + retail impact).
  • Horizon: 0–12 months.
  • Role: Mid & lower funnel – traffic, conversion, retention.
  • Channels: Meta, Google, TikTok, retail media, CRM, remarketing, CRO.

Target Budget Mix (12-24 months)

NL
55% Brand / 45% Perf
BE
60% Brand / 40% Perf
FR
65% Brand / 35% Perf
Core KPI Goals

1. Brand Penetration & Mental Availability

Focus on awareness, consideration, and household penetration per market.

2. Traffic & New Customers

Target: 2–3x more sessions. Blended ROAS ≥ 2.8–3.0. Higher share of new customers.

3. CLV & Retail Rotation

Via smart retention and shopper marketing. Increase repeat rate and rotation in key accounts.

4. Full-Funnel Media Strategy
Upper Funnel

Mass Reach & Awareness

Goal: Mass reach, mental availability.

Channels: YouTube/OLV, Meta video, TikTok, CTV, OOH/DOOH, Influencers/PR.

Role: Link GIMBER to moments (aperitif, party, health).

Mid Funnel

Consideration & Education

Goal: Consideration, "reasons to believe".

Channels: Social ads (recipes), partnerships, retail media.

Role: Explain usage & multi-use.

Lower Funnel

Conversion & Retention

Goal: Conversion via DTC + Retail.

Channels: Meta/Google Perf, CRM, Remarketing, CRO.

Role: Lower trial barriers (bundles) and stimulate repurchase.

5. Creative Strategy

Platform: "Turn every moment into a kick"

  • Tone: Playful, energetic, inclusive.
  • Codes: Bottle, ginger, splash/pour, amber colors.
  • Formats: "Kick of the moment", "One bottle, many rituals", "GIMBER serves".
7. Roadmap

Phase 1 (0-3 months)

Foundation & Quick Wins. KPI framework live, stabilize ROAS, CRM basics. First AI flows.

Phase 2 (3-9 months)

Full-funnel & AI Anchoring. Campaigns rolled out per market. Content machine running. Traffic x2.

Phase 3 (9-18 months)

Scale & Internationalization. Target mix reached. Cross-market playbook and advanced AI.