Dona is a household name across the Balkans, recognized for its high-quality pickled foods. In September 2018, the company made its first entrance into the Macedonian market with Dona Ajvar — a traditional, roasted red pepper spread. With strong roots in regional markets, the brand wanted to build visibility in Macedonia and Bosnia and Herzegovina and carve out a space in a competitive food category.
Dona was already well known in several Balkan countries, but the Macedonian market was still untapped. The challenge wasn’t just to launch a product — it was to introduce a brand, communicate its values, and build long-term engagement with a new audience. The team needed a strong communication and content strategy to stand out in a space already crowded with local ajvar producers.
To build recognition and create a meaningful connection with new customers, we launched and managed a dual-market Facebook communication strategy — one tailored for Macedonia and one for Bosnia and Herzegovina.
We started by setting up and running both Facebook profiles, creating and publishing between 15–17 posts per month. The content was a mix of product storytelling, community-building, and education about Dona’s values and production process. Our visuals — from polished food shots to behind-the-scenes factory imagery — gave the brand a warm and approachable voice.
Community engagement was central to the strategy. We handled all user support and communication on Facebook, making sure every question, comment, or piece of feedback received a timely, brand-aligned response.
In parallel, we ran Facebook ad campaigns with clearly defined target groups and tailored creative — including visuals and copy in local dialects. The ad strategy focused on driving awareness, highlighting Dona’s premium quality, and supporting product availability across local markets.
To strengthen visual storytelling, we executed five professional photo sessions and produced one branded video showcasing the production of Dona Ajvar — from sourcing fresh peppers to bottling. The video played a key role in building transparency and trust, reinforcing the brand’s quality-first positioning.
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