THE BRIEF – Launch an otherwise unknown brand to market whose founders are not from industry. – No brand capital from suppliers as choice had been made to own label or own-brand spirit and juice products / Price per unit perceived as “high” as the offering was not supported by the scale that mass-distilleries and breweries can drive costs down by. – No initial advertising budget So how do we capture the attention of; Consumer target; affluent, successful, working women, 30-50, love to entertain, early adopters. Industry target; build brand capital And meet an aggressive growth goal set for the first Christmas gifting period (2017)
OUTCOME – Sales target met: 2421.74% growth in sales with aggressive December sales target met. – 12 x ROI on Facebook ads – Website traffic more than tripled: June 2017 (month prior to engagement) – 949 website visits. Engagement commenced 28 July 2017. December 2017 – 3,472 *unique* website visits (to 21 December) and Reach topped 1-million 6-weeks into campaign – 80K in zero-cost PR activity including TV, radio and print. Highlights include a segment on the AM Show, Wendyl Nissen’s Long Lunch on RadioLive, a three-page story in NZ Life and Leisure and nearly a full page in Taste Magazine. Press is still going to print with an upcoming insertion in Kia Ora Magazine. – Brand capital built with focus on small-batch spirits and craft as well as forward-positioning the relationship with roastery Altezano Brothers.