How to encourage consumers to try the product
Zig Zag Social Media Marketing
Deisa Ebano is an Italian company founded in 1926, focused on research and continuous innovation, creating products that combine high performance with effective use. Ebano, Calzanetto, and Zig Zag are trusted brands, handed down from father to son.
Ebano’s chemistry is effective yet safe, respecting the environment, people, and animals. It is a “friendly” chemistry that protects and cares, helping to refresh, improve small imperfections, restore, and deeply clean with the clear goal of keeping things clean and looking their best.
Social Media Marketing
Community Management Support
Digital Design
Facebook Advertising
About the client
Zig Zag Insecticide is an Italian brand of insect repellents that has been present in most of Europe for some time, and since last year, they have been a new player in the competitive insecticide market in Croatia. The range includes products for controlling various types of insects, with a special emphasis on seasonal problems such as the infestation of stink bugs and mosquitoes. When creating content, it was necessary to pay attention to the seasonality of the products and comply with the strict legal regulations governing the aforementioned industry.
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What we did
As a new player on the market, the primary challenge was to break through the market, as there are several major players in the category who have become synonymous with certain products, and build consumer trust in the quality and effectiveness of the product. In order to build brand awareness and encourage the market to try the product, we focused on creating direct contact with the consumer.
We did this in several ways:
- We created content that offered a solution to a specific problem. The content provided useful advice and solutions for controlling specific insects that were current, e.g. stink bugs, mosquitoes, ants, and moths.
- The content and advertising was tailored to outdoor enthusiasts and owners of apartments and houses in rural areas.
- Giveaways were a key tool for encouraging the first trial of the product, which is extremely important in the FMCG industry, where personal experience is crucial for repeat purchases. The goal was not only to increase the number of followers, but also to allow users to convince themselves of the quality and effectiveness of Zig Zag products. Through giveaways, the brand created the first base of satisfied users who became brand advocates.
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Result
In 7 months, we successfully built a strong digital presence, reaching over 1.26 million users generating more than 2.1 million impressions on Meta platforms. Campaign activities resulted in over 12,000 engagements and 5,000 clicks, confirming that the content resonates with the target audience.
The invasion of stink bugs at the end of last year was annoying for many people, but for us it came at the perfect time because we were promoting the Zig Zag stink bug spray as the solution. The product became highly recognizable, and the Zig Zag brand was often mentioned in online discussions and user comments as a recommended and effective solution, which is an indicator of successful positioning and building trust.
We’re excited to continue this collaboration this year as well, and even more excited to keep growing the great results together.
Want to see more of our work in the FMCG industry? Take a look at another successful collaboration with Roshen Adria in our case study: New Candy Brand on the Block.
Fibis is the exclusive distributor in Croatia for Zig Zag, an Italian brand specializing in insect repellents and related products. Having successfully operated in the Croatian market for the past five years, we aimed to further strengthen our brand awareness and market visibility, with the goal of building stronger brand recognition and ultimately driving sales growth.
We chose Kontra Agency because of their strong understanding of the Croatian market and their proven expertise in digital marketing. Their approach was highly detail-oriented and well structured, with great collaboration alongside our sales team. Their team was very responsive and easy to work with, which made the entire process quite seamless for us.
Our main goal was to increase brand visibility and recognition. We achieved this through targeted social media campaigns on Instagram and Facebook. Our content combined both entertaining and educational elements, blending product placement with locally relevant humor tailored to the Croatian audience, while also providing practical advice on how to use the products effectively. Additionally, we organized giveaways to boost user engagement and strengthen our connection with the target audience.
Our brand visibility and recognition improved significantly, particularly in the regions targeted by our paid campaigns. Due to budget constraints, we strategically focused on more cost-effective advertising areas in Croatia, while still prioritizing regions most affected by insects. This included Slavonia, the Karlovac area, and parts of Dalmatia. By concentrating our efforts on these regions, where competitors were less active, we were able to maximize visibility while keeping advertising costs efficient. As a result, Zig Zag further strengthened and confirmed its position in the market.
Through the campaign we managed to set up our social media profiles and get significant reach and engagement. At the same time, our brand messaging became clearer and more tailored to the local Croatian audience resulting in higher recognition on the market and consistent voice across social media. Through giveaways we expanded our customer base making some of our products market leaders. This translated into increased customer interest and improved sales performance in targeted regions.
Overall, we are very satisfied with the results of our collaboration with Kontra Agency on the Zig Zag brand. We would definitely recommend them to others, as their approach is comprehensive and high-quality.