When challenged to develop a new beer product, we knew there was only one answer – to speak to beer lovers. Our extensive discovery work with the audience uncovered key insights and audience profiles that led us to a new brand: Brew Republic.
The name reflects the brand’s focus on independence and craft, bringing fans and brewers closer together in an environment where consumers can buy and discover more about the beers on sale – but also the people behind them.
That same insight underpinned the development of offers, packaging, communications and content and an acquisition strategy underpinned by our model: Acquire, engage, convert.
We designed a pilot and our tech team led the development of the e-commerce platform required to launch in market.
The result? A fully functioning business, built and piloted from scratch, new customer targets beaten in record time, and a customer survey proving that the audience love it!
Responding to a downturn in revenue, we were given 9 months to transform a 20 year old acquisition model and correct the revenue decline.
By understanding who might become potential subscribers, and their needs and motivations, we were able to develop an acquisition strategy that has flourished. Building on the insight that consumers need help in areas of Mass Confusion, we reinvented the business model, positioning WHICH? as the experts that can help with a series of free guides developed to address consumer needs.
The result? Subscriptions almost doubled, cost per subscriber reduced and a test and learn strategy developed to enable agile future development.
With a traditional mail order business, and an aging customer base, Donald Russell came to us to develop a strategy to attract a new generation of customers in the digital age.
Storytelling was our answer. The brand is rich in heritage, craft and quality. It has been awarded a Royal Warrant (held continuously for 24 years) and is served in many top UK restaurants. These were all tremendous assets to build on to attract a wider audience by telling the tale of “Scotland’s Finest Butcher”. The creative was tested and tweaked to make it work as hard as possible in new channels and appeal to a foodie audience.
We also focused on retention, with a digital strategy intended to persuade people to think about buying meat for everyday use, so they come back on a regular basis, with social media, video content such as Facebook clips, SEO and PPC all being used to boost the butcher’s presence and get the new audience more involved with the brand.
The result? 250% increase in orders against target, 80% of those were from new customers, with an average value well above the introductory offer.