Digital marketing campaign on the example of the cosmetic industry Olival d.o.o

Digitalni marketing je suvremeni pristup promocija proizvoda, usluga ili brendova putem digitalnih kanala kao što su internetske stranice, društvene mreže, email, tražilice i drugi online mediji. Kampanja digitalnog marketinga obuhvaća strategijsko planiranje, kreiranje sadržaja i ciljano oglašavanje kako bi se dosegnula ciljna publika, povećala svijest o brendu, potaknula prodaja ili postigla druga marketinška postignuća. Uključuje različite elemente poput SEO optimizacije, društvenih medija, email marketinga i plaćenih oglasa kako bi se stvorila učinkovita i mjerljiva kampanja prilagođena digitalnom okruženju. Ovaj završni rad istražuje primjer marketinške kampanje u kontekstu hrvatske kozmetičke industrije, Olival. Tvrtka Olival bavi se proizvodnjom prirodne kozmetike već 29 godina te se odlikuje asortimanom koji sadrži više od 170 proizvoda. Njihova kvaliteta potvrđena je NATRUE certifikatom koji je ujedno prvi u Republici Hrvatskoj. Kampanja se temelji na strategijama usmjerenim prema održivosti i prirodnoj kozmetici. Ciljevi kampanje uključuju povećanje svijesti o brendu, promociju proizvoda iz kolekcije Sun i Smilje te educiranje ciljne publike o koristima prirodne kozmetike. U radu su navedeni ciljevi i strategije oglašavanja, kao i kreativna rješenja za ovu marketinšku kampanju. Za bolje upoznavanje s kozmetičkom industrijom i njihovim marketingom, proveden je intervju s brend menadžericom.Digital marketing is a modern approach to promoting products, services or brands through digital channels such as websites, social networks, email, search engines and other online media. A digital marketing campaign encompasses strategic planning, content creation and targeted advertising to reach a target audience, increase brand awareness, drive sales or achieve other marketing achievements. It includes various elements such as SEO optimization, social media, email marketing and paid ads to create an effective and measurable campaign adapted to the digital environment. This thesis examines an example of a marketing campaign in the context of the Croatian cosmetics industry, Olival. The Olival company has been producing natural cosmetics for 29 years and is distinguished by an assortment containing more than 170 products. Their quality is confirmed by the NATRUE certificate, which is also the first in the Republic of Croatia. The campaign is based on strategies focused on sustainability and natural cosmetics. The goals of the campaign include increasing brand awareness, promoting products from the Sun and Smilje collection, and educating the target audience about the benefits of natural cosmetics. The paper outlines the goals and advertising strategies, as well as creative solutions for this marketing campaign. For a better introduction to the cosmetics industry and their marketing, an interview was conducted with the brand manager