Client Name: Nectar Group
Industry: Food & Beverage (FMCG)
Project Duration: Ongoing partnership (2023 – Present)
Location: Serbia, Slovenia
What started as a family-run backyard venture two decades ago has grown into a household name across Serbia and the region in fruit-based beverages. With a diverse portfolio, from juices and nectars to jams and spirits, the company has built trust over decades of its market presence from Vardar to the Triglav mountains.
It owns household names like Fructal and Heba, operating through a vertically integrated production system. With over 1,000 employees and facilities in Serbia, North Macedonia, and Slovenia, Nectar has scaled across borders without losing its original warmth or values. They’re still hands-on. Still farmer-first. Still proudly independent.
✔️ Complete manufacturing loop from working with 10,000+ local farms to delivering premium final products
✔️ Beloved across 50 countries, reaching over 26.5 million loyal consumers
✔️ Home to iconic regional brands like Tomatello, Booster, Fructal, and Heba
✔️ Relentless focus on quality, innovation, and packaging that pops
✔️ A bold brand philosophy: “It Does Matter,” because even the juice you drink should be meaningful
Nectar has never been just about fruit and beverages. It’s about trust, consistency, and showing up for their customers with products that feel personal, because they are. With such a strong legacy in place, Nectar turned to Play Media to take their brand family digital – and do it right.
While Nectar’s products were everywhere on shelves, the company’s digital presence hadn’t caught up. Nectar Group had everything but one thing: a cohesive, cutting-edge digital presence that reflected the quality and strength of its products. Before working with us, Nectar’s digital presence was fragmented and underperforming.
This led to missed engagement, wasted ad spend, and a lack of digital authority for one of Serbia’s strongest FMCG players.
With more than 11 brands under its umbrella, Nectar needed a way to make each of them shine online, as much as offline – cohesively, creatively, and effectively. That’s when they decided to shake hands with Play Media to help them take their 11 brands to the next level online.
To build community on the web. Drive engagement. Grow conversions. And do it all with smart strategy, creative firepower, and sharp execution. The goal was to make Nectar as beloved and memorable online as it has been offline for two decades.
We weren’t just hired to post content. Nectar gave us the keys to their entire digital engine. After some initial discussion and planning, we rolled up our sleeves and started rebuilding Nectar’s digital presence and marketing approach from the ground up.
From awareness to conversion, every step of our full-funnel strategy was mapped. We crafted tailored strategies for each brand, carefully aligned with audience behavior, trends, and platform specifics to bring consistency across channels. Scroll-stopping creatives, maximizing ROI on every ad spend, and modernizing and optimizing web presence were at the core of everything we did during our full-service, full-stack transformation for Nectar.
Strategic social media management was at the core of our mission for Nectar Group. By creating high-quality, targeted content across platforms like Facebook, Instagram, and YouTube, we aimed to boost visibility, spark engagement, and build a loyal community around each of Nectar’s 11 unique brands.
We developed comprehensive content calendars and separate strategies for each, while aligning them under Nectar’s master identity, blending storytelling, visual consistency, and high-impact messaging. Our work included:
Here are some Instagram feed examples after our social media revamp for Nectar Group’s brands:
We did more than just post, but worked on building digital brand experiences that stick. Each platform had a purpose, each post had a role, and each brand had a recognizable and relatable voice.
Visual storytelling was a core pillar of our approach. We produced everything Nectar needed to win attention and hold it, and every visual asset was created with the goal of driving interaction and making the brand unforgettable.
Here’s a taste of our production:
While our social media and design teams were busy crafting walk-, talk-, and scroll-stopping content and building brand love, our paid advertising experts were working behind the scenes on turning clicks into conversions and every cent into measurable ROI.
We designed and executed precision PPC campaigns across Google, Meta, and Programmatic platforms. Services included:
We made sure every click counted.
A company website is its digital storefront. We revamped and maintained Nectar’s web presence to bring each of Nectar’s sub-brands such as nectarnijesvejedno.rs and tomatello.rs to life online with:
We didn’t just meet the brief. Within months, we turned a weak and disjointed online presence into a cohesive, high-performing digital ecosystem that Nectar’s loyal customers and new consumers want to be part of. By combining creativity with technical expertise, Play Media helped Nectar:
✅ Boost visibility and engagement across 11 distinct brands
✅ Increase conversions and site traffic through intelligent PPC
✅ Strengthen brand loyalty through strategic, creative, multi-channel content that connects
✅ Own their digital space with eye-catching, optimized, and functional websites
And the numbers? Well, it’s best we let them speak for themselves. Take a look.
Let’s have a look at the results of the campaign for one of Nectar’s brands, Tomatello, where Play Media delivered outstanding social media performance across Facebook and Instagram. With an average of 6 posts per month and strategic content boosting, we achieved a total reach of over 4.9 million users – 2.1M on IG and 2.8M on FB.
Engagement rates were equally strong, with 78.3K Instagram interactions and 74.5K on Facebook. Photo posts proved to be the top-performing format, generating the highest reach and engagement (64K+ interactions).
Compared to the previous year, Facebook content reach increased by 2.1%, while interactions surged by 3.9%, with notable growth driven by paid efforts – 1.84M of the reach coming from ads. Follower growth also reflected the campaign’s effectiveness, adding +665 new Instagram followers and +468 on Facebook. These results underline the power of well-optimized visual content combined with a data-driven paid media strategy.
For Fructal, the primary goal was to raise brand awareness, and the brand saw a massive boost in visibility. Photo content led the way, generating over 3.9M reach on Facebook and the highest number of interactions. Compared to the previous period, Facebook reach increased by +676%, while interactions grew by +418%, confirming the effectiveness of our creative strategy focused on high-performing visual formats.
Our PPC strategy delivered impressions. Through precision-targeted campaigns across Meta platforms, we achieved millions of video views, consistent double- and triple-digit growth in reach and engagement, and tangible interaction spikes across key content moments.
Some highlights include:
🔥 Over 595K views and 316K organic reach on Instagram for flagship Nectar campaigns.
🚀 A sharp 77% increase in content interactions across multiple brand profiles.
📈 Heba Sport boosted content alone drove 47.8 K+ views with 4.4 K+ engagements, proving high interest and scroll-stopping creative for this product.
📊 From awareness to action, each campaign moved users further down the funnel with a clear lift in conversions, clicks, and engagement rates.
Our partnership with Nectar was about refreshing and activating the entire brand ecosystem online. From Fructal to Tomatello, each of the 11 brands got a modern digital facelift, tailored to their identity but aligned under a single, cohesive Nectar vision. We introduced bold visuals, sharp copy, and platform-specific tactics that made every brand look, feel, and perform like it belonged in 2025. The result?
✅ Stronger brand recall across all audience touchpoints
✅ Improved conversion funnel performance, from awareness to action
✅ Consistent voice and visual style, without losing individual brand personality
✅ Increased digital engagement and loyalty, thanks to paid campaigns, SEO, design, and purposeful storytelling
Nectar’s online presence was updated, unified, elevated, and built to perform. Every brand now has a clear role, a distinct voice, and a digital identity that connects with audiences and converts attention into loyalty.
After a successful collaboration that fruited amazing results that Nectar was looking for, the natural course of action was to continue our partnership. Nectar Group and Play Media are just getting started. Our plan for the future is to scale bigger, smarter, and even more personal, with:
🔄 Ongoing campaign optimization
📱 Expansion into TikTok and emerging platforms
📦 Digital experiences tied to in-store activations
🌍 Localization for international market penetration
Our eyes are on a robust long-term online presence, brand recognition, loyalty, and sustainable growth at scale. When legacy meets innovation, great things happen, and our collaboration with Nectar is proof of this.
Want in? Let’s talk. Whether you’re managing one brand or a dozen, the right digital strategy changes everything, from visibility to conversions. Schedule a free consultation with our CEO using the form below, and let’s have a chat to map out what the future could look like for your brand.
Please fill out this short survey to help us get to know you and your business better.
PlayMedia is the digital marketing agency that will take you to the top, and help you grow your business through dedication, transparency, and a unique, highly individual approach.
Mladen Maksic CEO
Play Media
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