Launching an ecommerce brand in multiple markets

Our response.

Audience research and persona development

As with most startups, research was the first step. We started by interrogating the audience and developed distinct personas for each market. We then devised and implemented custom user journeys for each persona aligned to their individual behaviours and motivations, which differed based on their awareness of the category.

Building an engaged community

Another challenge that the brand presented for us was to grow their Instagram following by 10k. We jumped at this opportunity and identified top-performing organic posts that showcased the product, communicated the brand story and delivered high organic engagement with existing following. We then boosted these posts to key audiences, while closely monitoring performance and provided recommendations to refine and improve future posts based on paid engagement levels.

Content creation with a purpose

After getting set up and results coming in through paid media, we shifted our attention to content marketing. Through analysing Google search query volumes, we found there was significant interest in differentiating between similar spirits in both the UK and US market. This presented an opportunity for the brand to establish themselves as the authority in the category and be the ones to introduce their spirit to a curious audience.

Together with the brand’s talented content creators, we helped to create an onsite blog post optimised for SEO accompanied by an infographic, which was repurposed as an Instagram carousel post. We then boosted this post on Instagram to maximise discoverability, targeting specific audience subsets.

Our keyword research also identified that people in our novice markets were searching for cocktail-related phrases. We gave recommendations for optimising the client’s existing body of cocktail recipes onsite and came up with a similar Instagram post boosting strategy as a way of introducing a new audience to the spirit.