Services offered: strategic communication, media promotion
Toman Diet Romania is a company that has built a weight loss and nutrition program that brings customers not only a personalized diet but also the principles of a healthy lifestyle. Although it is a big hit in its home country, Hungary, where it is the number one nutrition company (there are 29 Toman centers across the country), its name was completely unknown in the country. Our communication campaign was a huge success, thanks in particular to more than 130 media appearances, on TV, in print, and in major online publications, all without buying advertising.
In a world where one of the most serious public health problems of the 21st century is obesity, it is only natural that interest in what can be done to prevent it is growing. At the same time, ‘miracle prescriptions’ are also becoming increasingly popular, with many people with weight problems trying to solve them in record time, not realizing that the solution is not a one-off diet but a change of lifestyle. Uncertainty is also becoming a big challenge, as repeated weight-loss failures are rubbing off on everyone who comes to the public with nutrition programs.
The Toman Diet nutrition program is a specialized program, developed by doctors and tailored to each body, taking into account that each individual has a unique personal matrix. Within it, patients receive monitoring and adjustment as needed, plus round-the-clock assistance, so that when the temptation to succumb to culinary temptations or any perplexity arises, they also get the right answer.
MAIN TARGET AUDIENCE
Women and men aged between 25 and 58, with above-average incomes, eager to get back to a fit figure and, above all, to learn and assume a healthy lifestyle based on quality, nutritious and vitamin-rich foods.
The broad area of interest, with a majority focus on gyms.
Based on the information gathered, but also on the lack of nutrition education among Romanians, we built the communication strategy in two directions:
That’s how we got to Răzvan Popescu, one of the most famous radio people in Romania. I introduced him to the Toman nutrition program, the products, and how they work, and after he got all the information, he agreed to represent the brand for 6 months. The results were not long in coming. The more pounds he dropped, the more people wanted to learn more about the program and became customers in turn.
At the same time, we focused on developing online communities so that the Social Media accounts and the nutrition program group became a source of information for those interested in a healthy lifestyle, not just losing weight. We put a strong emphasis on real and important nutrition information and less on advertising posts so that people feel a gain from choosing to join this community.
In January 2018 the Facebook page had 1,663 likes and low engagement. A year later, in January 2019, the page had 4,397 likes and a much more active and engaged community, with most of the results coming organically.
Strategic communication during the year of collaboration covered both general and business media when company information justified news in this category. We aimed to position the company as one that sells quality products, and that understood that any successful business is based on investment, quality products, and reliability. Major publications such as Adevărul, Wall Street, One.ro, Click, Avantaje, Femeia, Sănătate.BIZ, Slab sau gras, and dozens of others, picked up material about the Toman Diet and the protein diet the company has built, thus strengthening its position in the market.
Toman nutritionists appeared on the most important TV channels such as Antena 1, Antena 3, Kanal D, Prima Tv, TVR, and Digi 24, talking to the public about the importance and rules of healthy nutrition and thus proving the professionalism of the company’s representatives and increasing the level of trust in it.
Răzvan Popescu, the well-known radio moderator who accepted to become the face of the Toman Diet in Romania, was the one who constantly and without a shadow of a doubt proved the effects of the nutrition program. Starting with his Social Media channels (Facebook and Instagram) and continuing with appearances on TV and in print and online media: Antena 1, Antena 3, Antena Stars, Tv Happy, Ciao.ro, Cancan, Click, Libertatea, Spy News, Evz Monden, and many others, the effects of the diet have been noticed and have mobilized the public to take action. The company’s communication media were taken over by requests from customers who wanted to start the nutrition program.
The results of the communication strategy were due, on the one hand, to the honest approach and, on the other hand, to the excellent collaboration with the company’s representatives, which helped us to bring forward topics of interest to the general public and customer testimonials.
And your business can have an equally impressive rise if you know how and what to communicate. We’re here to guide you and give you the expertise you need for guaranteed growth.
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