Overview

Sloemotion Distillery simply makes great-tasting artisan spirits and liqueurs with a truly sustainable approach.

Sloemotion had big ambitions for online sales growth and needed a strategic digital marketing plan to get results whilst making the very best use of its media spend. The strategy needed to be coupled with a creative three-month digital campaign to achieve cut-through in a busy marketplace.

What we did

Throughout the course of the campaign, Disruptor Media tested various formats, audiences, objectives, and promotions on Facebook and Instagram to discover which paid ad achieved the strongest audience response. Audiences were also built and remarketed to with offers at a later date.

Activity included the launch of new seasonal products, such as Strawberry Gin, where we upped the ante on brand storytelling with behind-the-scenes video promotions that made use of “in action” production shots.

We identified that there was a high volume of abandoned carts on the Sloemotion site, and testing the promotions helped us to understand the reason for this whilst presenting a solution.

The team also supported Sloemotion with website headers, product descriptions, website troubleshooting, and the set-up of offer codes.

The results

Activity generated growth in website orders with an increased conversion rate of 16.07%, well above the industry standard of 3%.

Our approach allowed us to understand which types of campaigns were the most effective at transforming traffic into customers, and what levels of spend were required on respective platforms to generate the desired return.

Results showed an increase in organic website traffic as well as that coming directly from Sloemotion social media ads, suggesting that visitors were also recalling the content and returning in their own time.

We used a specific promotional activity to reduce the abandoned cart volumes, and in the periods in which this was live, the rate was significantly lower.