Champagne PIAFF
Growing a social bubble
Champagne PIAFF is a premium champagne brand based in London. The Brief was to take over social media management for the duration of the paid media campaign to boost December sales.
Campaign in figures
Website visits growth
Ad campaign CTR
Sales increase
The Challenge...
Champagne PIAFF is a premium champagne brand based in London. The Brief was to take over social media management for the duration of the paid media campaign to boost December sales.With the aim being to attract both these target audiences, the usability of the site had to meet the functions needed. The brand also had to appeal to both the customer bases too. Taking both of these requirements into account, the requirements included were the web design, full website development, designing a logo, writing all the website copy, seasonal booking features, and using animation over the site.
The Solution...
Alcimi, a marketing agency known for its innovative approach, played a pivotal role in crafting a tailored strategy to sell a high-end product to both B2C and B2B consumers. Recognizing the distinct needs and behaviours of these two audiences, Alcimi first conducted a thorough market analysis to understand consumer preferences, purchasing habits, and the competitive landscape. For B2C customers, Alcimi emphasized creating an emotional connection with the product, highlighting its premium features and the lifestyle benefits it offers. This approach included visually stunning campaigns, social media influencers, and targeted digital ads to drive awareness and engagement.
For the B2B market, Alcimi employed a different tactic, focusing on the practical and financial benefits of the product. They developed case studies, white papers, and ROI analyses that showcased how the product could add value to businesses by enhancing productivity or streamlining operations. The agency also implemented account-based marketing (ABM) strategies, targeting decision-makers within key industries with personalized content, tailored solutions, and offers that demonstrated the high-end product’s potential to solve specific business challenges. Networking events, product demos, and thought leadership pieces were leveraged to build credibility and trust with the B2B audience.
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Result...
There were +108% in website visits which meant that the sales leads had been successful. There was a 73% success rate for regionalised ad strategy to target London consumers. The December ad campaign had a total of CTR 1.13% +100% and an Average CPC of £0.34. The promotional email campaign had a 35% open rate, 3.3% click rate, leading to +70% in sales and an increase of +161% of orders. This resulted in further audience reach and more sales leads.
