SANDARA Sparkling Wine
Japan market communication strategy / Messaging / Advertising & campaign strategy / Art direction & creative / Social media / Performnance marketiung
Vicente Gandia, known for its multi-award-winning cellar and global presence spanning 85 countries, tasked An-yal with raising awareness and driving demand for their flagship products, as well as creating compelling launch campaigns for three new sparkling wine products in the Japanese market.
PRODUCT LAUNCH CAMPAIGNS
An-yal spearheaded two campaigns for SANDARA Japan's new product format and flavors, Lemon, Blood Orange, and Mohito, encased in a sleek 250-ml can that redefined convenience and sophistication.
Our mission was to devise a strategy that would captivate audiences and establish SANDARA as a standout player in the competitive beverage market.
Our approach encompassed brand building, ensuring cultural resonance and relevance, integrated marketing and advertising seamlessly woven together through various touchpoints.
CAMPAIGN MESSAGING & CREATIVE
An-yal created audience personas emulating characteristics, potential needs and desires for the products among user segmentations. These insights were used to create and communicate specific messages to audiences.
Additionally, we created Japan-centric visuals to resonate squarely with consumer sentiment, experiences, and behaviors, with the brand and products seamlessly intertwined.
SOCIAL MEDIA: MARKETING, ADVERTISING & CREATIVE
An-yal directly managed existing platforms and launched a Facebook community, creating a hub for enthusiasts to connect and share in the experience.
We crafted timely and engaging lifestyle content along with brand stories. Also undertaking effective marketing and advertising promotions, product giveaways and UGC contests.
Media performance strategies included continuous monitoring and optimization, ultimately reducing ad spend throughout the campaign.
ACHIEVEMENTS & RESULTS
Community growth +40% / Advertising spend -53% / 8.4M Impressions / 2.1M Reach /
The campaign generated interest and desire while garnering useful insights into consumer perceptions and preferences.
Ultimately, the campaigns succeeded in fostering stronger customer awareness, positive perception, and conversations around the brand and products, which resulted in increased sales of SANDARA’s new and existing product lines.
