Women are the biggest consumer of CSJ. Through our process at Groove we discovered the kind of conversations women wanted to have with CSJ on social channels. It turned out to be more about women feeling understood and empowered than their original strategy of casual elegance. We developed content around the idea, “The Journey’s The Thing.” The number of fans and engagement levels proved our insights and in one year changed their whole brand strategy. Facebook, Twitter, Instagram platforms were used. Loyalty programs were also developed to drive club membership, onsite tastings, events, and e-commerce. The gained insights were then leveraged in the 3-tier market.
• Generated over 1.78 million fan impressions; grew following 165%
• Acquisition at $0.20 CPL, 92% CPC to CPL conversion
• Sales climbed 19% to 800K cases