Alver
START-UP COMMUNICATION 
#PUBLICRELATIONS #DIGITALMARKETING #INFLUENCERMARKETING
TASK

The Swiss start-up Alver produces and develops new foods based on the microalgae Golden Chlorella. The company’s mission is to contribute to an animal-free nutrition for the growing world population with sustainable foods based on algae. Our task: The topic of algae as an alternative, vegan and healthy source of protein should be communicated to the core target group together with the Alver products. 

SOLUTION

Vegan, sustainable, non-animal products – sounds unsexy, but it is a topic that is discussed a lot and is taken seriously by many consumers. 

Our solution: a cross-national campaign was carried out in Germany and Switzerland.  Bringing the products and the topic of micro-algae closer to an interested target group in a lifestylish way via influencer cooperations. To do this, the influencers created recipes, presented them to their followers and in doing so encouraged them to interact with the Alver products. With our second focus, classical PR work and the dispatch of test packages, we brought the topic of Mirko algae into the media. In particular, vegan platformsand media dedicated to sustainability showed interest in the topic. It was a success because these media in particular are very critical and deal with the topic of veganism in a serious and sustainable way. 


IMPLEMENTATION
TIME FRAMEWORK: 2020
Influencer-Marketing

  • Selecting and working with food influencers who are associated with sustainability. 
  • The influencers received a test package and used it to create their own recipe, in line with their channel 

IMPLEMENTATION OF CLASSIC PRESS WORK: 

  • Targeted selection of suitable media for mailing in order to achieve the best possible fit. 
  • Follow-up with top media and explanation of the topic campaign page with large raffle 

CONCEPTUAL AND CONTENT-RELATED REVISION OF THE WEBSITE: 

  • Concept development focusing on the key messages and values of the brand. 
  • New development of all texts with a focus on the effectiveness of Golden Chlorella. 
RESULTS
  • Placements in key media on the topics of food and sustainability. 

  • A coherent website that leaves no questions unanswered about the benefits of Alver products. 

  • Successful influencer campaigns with large as well as small bloggers and influencers. Example: 

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ᵂᴱᴿᴮᵁᴺᴳ Neues Rezept im Blog 🍝🎃 Herbstzeit ist Kürbiszeit – jedes Jahr freuen wir uns im Herbst ganz besonders auf leckere Kürbisgerichte. Kürbis ist einfach das optimale Gemüse für leckeres Soulfood, mit dem man es sich bei unbehaglichem Wetter gemütlich machen kann. 🙂 Kürbis geht einfach immer, egal ob gekocht oder gebacken. Aber habt ihr auch schon mal rohen Kürbis gegessen? . In diesem Gericht haben wir aus rohem Hokkaido-Kürbis, Haselnüssen und Salbei ein köstliches Pesto gemacht. 🤤 Zu unserem Pesto gibt es die proteinreichen Fusilli von @alver_world für eine Extraportion Protein auf dem Teller. Das Geheimnis dieser Nudeln ist die Golden Chlorella Alge. Wer jetzt an grüne, fischig schmeckende Algen denkt liegt ganz falsch: Golden Chlorella ist beinahe geschmacksneutral und besticht durch eine goldene Farbe und zahlreiche Vitamine und Mineralien. Besonders Protein, Zink, Vitamin B und Phosphor sind in hohen Anteilen enthalten. 💚💪🏻 . Perfekt also für ein gesundes und leckeres Pasta-Gericht! Das Rezept gibt’s jetzt im Blog Link in der Bio. 🌱 . #herbstrezepte #kürbis #pasta #pesto #gesundkochen #simplyvegan #feedfeed #foodblogliebe #gesundeernährung #plantbasednutition #vegannutrition #highinprotein #proteinrich #goldenchlorella #easyrecipes #plantbasedrecipes #veganrecipes #cleaneating #nutrition #healthynutrition #healthylifestyle

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