HEAVENSAKE

TYPE

Brand Launch - Food & Beverage

DESCRIPTION

HEAVENSAKE is an award winning creation by French Wine Master Regis Camus in collaboration with Japan’s most respected sake breweries.

YEAR

2021

CHALLENGE

Not everyone knows much about Sake and that makes it an intimidating category.

How can we educate the potential customers, bring in more quality traffic to the website and increase Return on Ad Spend (ROAS)?

Conversion rate on the website is low. Sake is a fast growing category, yet not in every store, so the importance of E-Com to create availability nationwide is critical.

How can we improve the conversion rate on the website and consequently increase sales?

Solution

We divided the target audience into three main categories:

01

Those who don’t have any specific interest/knowledge in the category (Sake) and also don’t know the brand (HEAVENSAKE).

02

Those who have interest/knowledge in the category (Sake), but don’t know the brand (HEAVENSAKE).

03

Those who know the brand (HEAVENSAKE) most probably have interest/knowledge in the category (Sake).

These tests and categories improved the Ads performance and at the same time improved the website traffic.

We divided this incoming website traffic and transactions into two groups:

First time visitors (impulse purchase)

We optimized the website speed on Mobile and adjusted the website UX/UI so the discovery and checkout can be smoother. We also set up a pop up on the homepage to collect email addresses with a 10% discount incentive and automatically put them on welcome series emails.

Return visitors

We optimized the retargeting ads and set up automated email series as well as monthly campaigns to educate and incentivise them to buy more.

RESULTS
AFTER 3 MONTHS

KPI

IMPROVEMENT

Monthly Sales

86%

ROAS

58%

N. of SKUs sold/month

111%

N. of orders/month

64%

Website conversion rate

18%

Acquisition cost

-40%

Net margin per order

310%

The Armin Bar (NYC|Milan) really helped us to up our game in the ecommerce space, implementing new strategies to bring in more quality traffic and conversions, simultaneously reducing our customer acquisition cost. Their creative work was essential in the success of the launch of our new brand SAKE BABY!