Overview

Project            Rebrand, Brand Strategy and Digital Marketing

Client              A large-scale ethical and sustainable cacao producer

Results at a Glance

– Verified website visitors increased by 157%
– LinkedIn clicks jumped 166%
– Instagram reach and engagement grew by 72%

Summary of Client and Challenge They Faced

A large-scale ethical and sustainable cacao producer in Brazil was moving to a new name and wanted to present itself to a wider audience, including investors, partners and the agribusiness community. It’s a privately funded company still building toward scale, so every channel had to earn its keep.

The challenge had two parts. First, there was very little digital presence to build on. In the months before the rebrand, the company’s Instagram account had published only 16 posts in eight and a half months, and its website drew a few hundred visitors. Second, whatever recognition the company did have was tied to a name that was about to disappear. In a niche market, a rebrand can easily reset an audience to zero.

The company needed a brand that could carry a serious story about sustainable farming at scale, and a marketing program that would grow attention under the new name rather than merely keep it.

Our Approach to the Solution

Upward Arrow led the rebrand from end to end: the strategy behind it, the process for getting there and the rollout across every channel. We then ran the marketing program that followed.

Brand strategy and messaging. We started with what the brand needed to do. That meant positioning the company for investors and partners as well as the broader market, and defining the messaging that would carry the new name. We built the story on five content pillars: capability, sustainability, innovation, people, and the semi-arid region itself, which turned a difficult growing environment into a point of distinction.

A managed transition. We kept the existing accounts and the following they’d earned, and made a clean cutover to the new name so followers saw the same company under a new banner.

Channel roles. Instagram became the main storytelling channel, showing the farm, the people and the work. LinkedIn carried the business case for investors and industry contacts. The website became the destination both channels pointed to.

Events as a content engine. A collaboration around a regional agribusiness trade show produced the biggest spike in attention the brand had seen. We treated it as a blueprint: a real-world moment, covered across channels and amplified by partners.

Quality over volume. In the second year under the new name, we published about 45% fewer Instagram posts than the year before and put more into each one. Reporting compared the same window year over year, so every gain was measured like for like.

Client Results and Benefits

Comparing the same eight-and-a-half-month window in the rebrand year and the year after, every channel grew under the new name:

• Verified website visitors as reported by Google Analytics grew 157%, from 2,877 to 7,395. Server-side analytics showed even more growth.
• LinkedIn clicks grew 166%, from 850 to 2,264, and LinkedIn impressions grew 20%.
• Instagram reach grew 72%, from 43,312 to 74,711 accounts.
• Instagram engagement grew 72%, from 2,445 to 4,216 interactions.
• Instagram views grew 19%, to more than 160,000.
• The account picked up 1,147 new follows in the same window.

Those Instagram gains came on about 45% fewer posts than the year before, proving the strategic posting cadence was more important than volume in this case.

Over the longer arc, the company went from a few hundred verified website visitors in the same window before the rebrand to more than 7,000, and from about 6,000 accounts reached on Instagram to nearly 75,000. Upward Arrow achieved these results in a narrow B2B niche, while the company was changing the name its audience knew it by, and the audience kept growing after the change.

The stronger presence also started bringing business to the door. After the rebrand, the company received inbound inquiries from a buyer at a boutique global chocolate maker, which came in through LinkedIn, and from one of Brazil’s best-known chocolate makers. In both cases, the new website was there to make the company’s case.