Hansa Wines and Spirits
Looks aren’t always everything. There’s more to just mere pleasant aesthetics. To get the ball rolling, you need a solid plan of action with a well thought out strategy to really target those points that need to be tackled. This is why Hansa Wines and Spirits came to us.
After operating for 30 years, they had recently gone under a complete refurbishing and rebranding exercise – elevating the full in store customer experience to match with the outstanding one-of-a-kind shopping experience that they are so brilliantly known for! Despite this, Hansa Wines and Spirits still were missing an essential component to put themselves out there and expand their customer base.
Just like every battleplan, to have a successful strategy, you first have to assess the weak points and find how you are going to strengthen them.
Matters needed to tackle:
– Lack of engagement, human element, and consistency on social media platforms.
– No awareness of online and delivery service.
– A respectable social media following, but still experiences low engagement.
After outlining what needed to be done, we then thought of three messaging pillars that we knew our social media strategy would need to communicate.
– Tailor-made service
We were to translate these pillars by creating content streams that offered consistency and yet also plenty of variety to keep the conversation going with our audience and not have it run stale.
We kicked off this new social media chapter for Hansa Wines and Spirits by taking shots of the interior, the products and also the staff at work. Like this, we had a variety of content to really showcase digitally the in-store experience from a mere screen. Apart from relying on the images, we made sure to also give the right tone of voice to the content we put forward. Both written and visual content rely on each other to put forward one singular cohesive image.
Through the use of Facebook and Instagram advertising, we made sure to tackle the two main primary issues, which were driving sales to the website and also building awareness towards their delivery service. Despite Hansa Wine and Spirits having a beautiful and aesthetically pleasing interior, we needed to drive sales through the website. We managed to achieve this by creating visuals and making sure to always use the right call to action for people to look at the wide range and variety that Hansa Wines and Spirits offers from the comfort of their own home. We also made sure to educate the public about their delivery service by plugging it in whenever we post it, while also creating engaging running adverts.
new messaging connections
The key to a successful digital strategy is to remember that humans are at the other side of the screen. This is something that we made sure to not forget. Through our content we made sure to engage the audience by starting up a conversation, such as asking them what type of whiskey they like best. Most importantly, we also made sure that we were part of the conversation. We made sure to be aware of what is happening both globally and locally, to appropriate our content to what was happening. This made our content timely and more engaging. Most of the time we could anticipate, but other times required us to think on our feet.