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Brief
To implement a campaign that will introduce new audiences to the brand and to promote the launch of its new site.
Pierre Marcolini is a world-famous Belgian chocolatier, but is little known in the UK, to help promote the brand and its new e-boutique which launched in the UK, Belgium and France earlier this month, the brand tasked digital agency Pod1 with creating a platform for ongoing campaigns to continue throughout 2011.
Strategy
The agency planned to introduce Pierre Marcolini to the UK by creating brand ambassadors who would go onto inspire the wider market to experience the Pierre Marcolini brand, to target existing “aficionado's” in the EU to purchase Pierre Marcolini product through the e-boutique site, and introduce new customers to the brand experience.
To achieve this Pod1 created a comprehensive campaign, encompassing both online and offline elements to target the brands key audience.
Execution
The activity, which launched early in October, includes a digital campaign focusing on SEO, social media and PPC advertising to drive traffic to the e-boutique where customers are offered the chance to purchase from a selection of two and four drawer boxes of luxury chocolates online.
The PPC activity is heavily focused on offers and gifting to attract the Christmas gift market, running over Google, Yahoo! and Bing in the UK, France and Belgium.
The social media aspect of the campaign will include encouraging user content generation by engaging leading relevant bloggers in events, interacting with existing fans on Facebook to share the news of the new site launch, and launching social competitions later in the year.
The agency also set out to educate UK consumers about the brand, and particularly Pierre himself, with a series of PR activities aimed at the national, lifestyle and food press, with titles including Saturday Kitchen, Sunday Telegraph Stella, Sunday Times Style, Square Meal, stylebible.com and Dailycandy.com. The brand is closely tied up with the character of Pierre, who is renowned for personally sourcing his own cocoa beans to create chocolate, and for taking great pride in his first-rate confectionary.
The print and online media activity will include interviews with Pierre and gifting guides. This will be supported with a number of launch events for VIP guests.
Results
No results as yet but they will be uploaded as soon as they become available
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