Feldschlösschen, part of the international Carlsberg Group, is leading amongst Swiss beverage companies and is the most well-known beer brand in Switzerland. With beer4you Feldschlösschen entered the B2C (Business to Consumer) business, the online shop being Feldschlösschen’s response to the consumer needs.
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The crucial differences between B2B (Business to Business) and B2C (Business to Consumer) eCommerce all come back to just one thing: The customer. Similar as they may seem, businesses and individual consumers purchase for radically different reasons and want to do business in completely different ways, where end customers expect an individual, personalized shopping experience. They are not only looking for a product but also seeking inspiration. In contrast to business customers, impulse buying plays a major role for end customers – along with the ability to make recommendations in social networks or to review products.
Venturing into B2C, beer4you took an exploratory approach and started small with the aim to grow in small iterations, with a build-to-learn mindset, having a small marketing budget, to begin with, and facing the great challenge of building an online community from scratch.
The beer4you team partnered up with Levuro for its engagement marketing and social selling competencies.
Levuro focused on profitable organic growth, investing in optimizing the end-to-end customer experience, consulting on every aspect of how customers interact with beer4you in the social media conversion funnel. Additionally, it conceived social media campaigns like the seasonal party4you contest to build reach and engagement with the brand.
Engagement Marketing Tool
The transmedia schedule and channels included:
- social media influencers
- social media communities of different Feldschlösschen/Carlsberg brands: Somersby, Braufrisch and Eve
- traditional ads, as well as facebook and google ads
- direct marketing via newsletters
Levuro also performed the video production and optimized the campaign videos for each particular channel to ensure the most value. The storytelling ensured smooth conversion of social media online contest to landing page. Campaign goals were measured with total reach and total userflow analytics.
Levuro assisted beer4you in developing an emotional-connection-based strategy, the results showing that emotionally connected customers are more than twice as valuable as highly satisfied customers.
In terms of social media, the posts generated mostly organic traffic, optimizing the media spend while increasing the reach by 30%. Over 4’000 user participated in the online contest.