Client
Services
  • Social Media
  • Social Advertising
  • Design and Development
  • SEO

Maximising #ChampagneWeek

Developing a sophisticated social media targeting strategy that first identified its Champagne-loving audience, and then engaged them with #ChampagneWeek.

Listening

We created and launched National Champagne week five years ago, making it a red letter occasion in any Champagne drinker’s calendar. The next step was to develop a digital response campaign that would continue in the same vein. The goal was to increase awareness, boost ticket sales, drive engagement, build upon existing relationships and acquire new advocates – all the time, maximising Searcys’ budget in the face of higher-spending competitors.

Solving

Utilising in-depth market analysis and media insight, our strategic planning team devised a highly-targeted Facebook campaign. At its core was an intriguing and original way of engaging with those who are passionate about Champagne. Targeted communications gave participants the opportunity to share their favourite #ChampagneWeek memories with like-minded enthusiasts.

A special Champagne Safari was also created, rewarding participants by encouraging them to visit multiple Searcys’ venues.

Delivering

5,295

click-throughs from Searcys’ Facebook content

359

sign-ups to Champagne Safari – generated through Facebook advertising

223%

increase in website visits – compared to the previous year

And all this on top of playing a key role in bringing over £25m worth of contract catering business to Searcys and driving significant like-for-like retail sales growth.

Being alive to...

…the power of a unique and desirable property, perfectly suited to social media, that could massively expand audience reach. The campaign connected with over 800,000 people, delivering 13,825 unique website visits and championing Searcys’ reputation within the category.

For more information about our F&B expertise, visit our specialist hub.

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