The Task
Launch the brand to market in an engaging and effective way that encourages the target market to trial and purchase the new product.
The Approach
We set out to produce fresh, vibrant, interesting and extraordinary content that generated brand interest and intrigue from the get go.
Digital Strategy + Website Development + Content Production + Social Media + Google Advertising + Email Marketing + Influencer Kits
Digital Strategy
Our strategy was to develop a well-designed brand that captivated the attention of the modern consumer. We conducted market testing, blended the beverage and set out to develop unique and engaging multi-channel digital campaigns.
Website Development
The first step was to plan and build a website equipped with e-commerce functionality to sell the beverage exclusively online. The website was developed on WordPress and gave users a great sense of the brand and its key points of difference.
Visit the website at: www.acwine.co.nz
Content Production
We produced high-quality video, animation & photography that gave Rosétte a unique and distinctive feel in the market. This attracted interest from our target demographic and encouraged the consumer to learn more about the beverage and purchase from the shop online. The fully optimised WordPress site was was the central platform that we directed our audience to after they engaged with our content online.
Social Media
We used the content we created and conducted strategic social media content marketing and advertising campaigns on Facebook and Instagram to build awareness, increase engagement and enhance conversion.
Google Advertising
We utilised display network advertising via YouTube and Google to showcase Rosétte to our target demographic and direct traffic through to the e-commerce site.
Strategic content re-marketing and conversion optimisation meant that we were able to utilise any interest in the products & send out further messages that encouraged them to try the products.
Influencer Kits
We approached people of influence to endorse Rosétte via social media. The goal was to get the drink in the hands of the right people and give the brand social credibility. Sampler packs were sent to carefully chosen people that we thought would resonate with new product.
A lot of time and care was taken to make the pack special which included a personalised note, product wrapped in printed silk scarves and booklets outlining the story behind the brand, information on the product and a reward for endorsing the product to their audience.
Email Marketing
We constructed effective and regular email marketing campaigns with special offers and discounts to a segmented database that encouraged first and repeat purchases online.
The Results
We gained plenty of traction throughout the brand launch period with plenty of positive feedback through social media channels. We had magazines, TV shows & event planners looking for sponsorship after seeing our content. This also included a number of positive product reviews, noted both in person and via online channels.
- 650+ new email list subscribers in under 1 week
- Over 1,000+ new Facebook followers in under 3 months
- Over 500+ new Instagram followers in under 3 months
- A significant number of online sales which increased from week to week
- Reach and impressions of 100,000+ over the first 3 month content marketing period
- 10,000+ views on numerous branding videos throughout the first 3 month content marketing period
