Purity Bottle Shack: driving Christmas sales


Image as part of social media case study by Birmingham social media agency Clarity Comms

Purity Bottle Shack sales campaign highlights:

16-fold uplift in sales of beer on the previous year

1105% increase in website traffic from social media on the previous month

82,598 impressions on Twitter for the duration of the campaign

163,249 beer fans reached on Facebook across 37 days

We’ve a very happy client. Here’s his view:

We challenged Clarity Comms to grow sales on our Bottle Shack site and also create a Christmas digital campaign. The campaign really worked – driving traffic , great social media engagement and the main thing our best ever trading results for the site. Clarity are always proactive and really get stuck into any brief we throw at them. Their knowledge of digital and the beer sector is second to none.

The Challenge

Bottle Shack is an online shop run by Purity Brewing. As well as selling their own range of beers they stock a range of hand-picked beers from breweries from around the world.

Clarity was challenged with helping to drive increased traffic and sales of beer from the Bottle Shack in the run up to Christmas.

The Strategy

80% of traffic to the site came from Purity’s brand website, meaning that organic traffic to the site was low. People searching for online craft beer sales weren’t finding Bottle Shack.

Data also showed that website conversions from existing ‘fans’ of the brand was small. Why was this? Were they buying from other sources?

Another issue to consider in the planning stage was that traffic to the site wasn’t been driven from social media, it only accounted for 4% of acquisitions.

With increased competition in the online craft beer sales market it was important that activity was not only speaking to existing Purity fans but also targeting the wider craft beer market.

We identified three potential audiences to reach with the campaign;

  • Fans of Purity who are likely to want to stock up before Christmas
  • Friends and family of Purity fans who can purchase Christmas gifts from Bottle Shack
  • Craft beer fans who might not be aware of Bottle Shack

Existing fans could be reached through engaging social content. And we could reach their friends and family using clever content they could share.

Paid media had a role to play in reaching craft beer fans outside of our owned channels.

What we did

We created a ‘Have yourself a craft beer Christmas’ campaign running across Facebook, Twitter and Instagram.

Messaging focussed on Bottle Shack’s USP – beer handpicked by brewery experts.

Working closely with the Purity team we selected a range of products which we knew consumers would love and gave us reams of content.

Instagram

We created a bank of content focussing on the world series range of beers. Instagram is home to a big craft beer community so we ensured we were reaching them using relevant hashtags and joining in with conversations with online beer clubs.

Twitter

Purity has a large Twitter following and loads of fans of the brewery regularly talking about their beers. We tapped into this by targeting influential fans suggesting they get their loved ones to buy them Purity for Christmas or to add Purity to their Christmas list.

We also added a clever Tweet button to the website allowing visitors to directly Tweet their Christmas beer wishlist to friends and family.

Facebook

Content focussed on driving traffic to the website by highlighting key products available. We ran competitions to win products asking fans to tag who they would share their Purity Christmas beers with.

We created a random beer selector video which users could ‘tap to stop’ helping to give them some Christmas beer inspiration and introduce them to beers they might not know were available on Bottle Shack.

Paid media

After a short test period on Facebook and Instagram it became apparent that Christmas advertising rates were too expensive and not generating significant results. A quick test on Google Adwords saw much higher click-through-rates as well as more competitive rates. As a result of this, the budget was shifted to paid search.

Results

The campaign was a huge success. The social media content resonated with audiences and helped to raise awareness among the Bottle Shack site generating 82,598 impressions on Twitter and reaching 163,249 beer fans reached on Facebook. Social media engagement  ran at 5% throughout the campaign showing that the sales focus didn’t hamper brand engagement.

The campaign also had a huge impact on the Bottle Shack site with an 1105% increase in website traffic from social media on the previous month along with a 156% uplift in search traffic thanks to the Adwords campaign.

Last but most importantly the campaign helped drive a 16-fold uplift in sales of beer on the previous year.