How We Help Tatrachema, an 80-Year-Old Brand, Influence Buying Decisions

How can a traditional Slovak brand use social media to stay relevant to today’s customers and influence their buying decisions? The team behind Tatrachema commissioned us at MONKEYMEDIA to create a modern social media strategy that connects the brand’s 80-year heritage with today’s content formats, creative campaigns and short-form video.

In its first four months, Tatrachema’s social media communication achieved 2.6 million impressions and reached 620,000 people. But high social media figures are not the end goal. We are building a lasting presence in customers’ minds so that Tatrachema can influence their choices when they need a particular product.

How can marketing influence buying decisions for household products?

When choosing everyday products, customers often compare several alternatives. Familiarity, trust and the ability to recall a brand at the point of purchase therefore matter.

Tatrachema has a significant advantage here: 80 years of history and experience in the Slovak market. Yet heritage alone cannot keep the brand a natural part of life for future generations of customers.

Our goal was to connect existing brand awareness with modern digital communication. Through regular contact on social media, we want customers to think of Tatrachema’s products before they even reach the store shelf.

How can a traditional brand modernize its communication without losing its identity?

Modernizing a brand does not mean erasing its past and starting over. With Tatrachema, we did the opposite: using its heritage as a competitive advantage and communicating it in a way that fits today’s digital environment.

We began by analyzing the brand’s existing communication, target audiences, results and current trends in online and FMCG marketing. We then built a content system around regular social media posts, creative campaigns, product content and Reels for Facebook and Instagram.

We placed the products in everyday situations and made the communication simple, clear and visually contemporary.

Tatrachema does not need to change its identity to connect with a new generation. We are changing how its existing value reaches today’s customers.

Why does a traditional brand need social media?

For a traditional brand, social media is about more than reactions, comments or followers. It can provide a regular point of contact between the brand and its customers.

When customers see a product in a natural setting, watch how it is used in a video and encounter the brand repeatedly, recognition and recall grow.

Short-form content therefore became an important part of Tatrachema’s communication, especially short Reels videos. They let us show products in use and explain their benefits in a format that also feels natural to younger audiences.

We do not create Reels, static posts and campaigns in isolation. A consistent visual and communication system ties them together.

What results has Tatrachema’s communication achieved?

In the first four months, Tatrachema’s communication achieved:

• 2.6 million impressions
• a reach of 620,000 people

Reach is the number of people who saw the content, while impressions count how many times it was displayed.

The gap between 620,000 people reached and 2.6 million impressions shows that part of the audience encountered the communication repeatedly.

Repeated contact helps build mental availability. We want customers not only to know Tatrachema but also to recall it when a need arises or when they stand in front of the shelf.

Why are impressions alone not enough in social media marketing?

2.6 million impressions represent a substantial audience, but impressions alone are not the ultimate goal of our work.

In brand marketing, we need to consider what happens after someone sees an ad or a piece of content.

They should remember the brand, recognize it and connect it with a particular need. When the moment of purchase comes, it should be among the brands they consider.

That is why we see Tatrachema’s social media presence as more than content for Facebook and Instagram. We see it as a way to shape customers’ relationship with the brand and influence future buying decisions over time.

How can a traditional brand connect with a new generation?

Younger audiences may not have the same connection to a traditional brand as earlier generations. That does not mean the brand must abandon its history or change its DNA.

It needs to be present where its current and future customers are, and use the formats they naturally consume.

For Tatrachema, we bring together the brand’s authentic identity, regular social media activity, creative and product content, and short-form video.

Heritage remains the foundation. What changes is how the brand brings it to the next generation.

What does the Tatrachema case study show?

The partnership between MONKEYMEDIA and Tatrachema shows that modernizing a traditional brand’s communication does not require a radical rebrand. A brand with an 80-year history can use modern digital marketing to remain relevant, visible and present in customers’ everyday lives.

In four months, our communication generated 2.6 million impressions and reached 620,000 people.

For us, these figures are a means to build repeated contact between the customer and the brand, not the final destination.

At MONKEYMEDIA we build social media marketing around more than the number of impressions. We create communication that supports brand awareness, recall, relevance for new generations and ultimately customers’ buying behavior.

The real task of marketing is more than putting a brand in front of customers. It is getting it into their minds before the moment they decide what to buy.

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