Al.Capone
A chain of liquor stores from around the world, with more than 120 locations nationwide. Al.Capone’s business is customer-oriented, advisory and wide assortment – they stand out with a wide range of products exceeding 4,500 products.
Objectives.
Development of a communication strategy that would include conducting ongoing communication on social media. The strategy was to cover several channels, each with a slightly different target and audience. The task for the agency was to reach not only individual clients, but also business clients.
Expanding the fan base is one of the fundamental goals for ongoing social media activities for Al.Capone. The goal is to constantly build the community and activate the audience so that there is a lot of activity and visible engagement on the brand’s profiles.
Reaching younger target groups is one of the latest goals. With constant communication on Facebook and Instagram, the largest group included people over 40. In order to further increase the audience, instead of further penetrating the above group, we assumed a broader outreach to a younger group of about 20-30 years old.
Challenges.
Consistent social media communication. When developing the strategy and operating the 4 social media channels, a major challenge is to ensure consistency in communication.
The most important of the challenges when conducting activities for a company in the alcohol industry are the regulations that must be followed when promoting alcohol. Many standard advertising activities are not available in such a case, so they require more resources and a creative approach.
The challenge specified by the client, in terms of increasing the number of activities under the posts and the number of fans, was to
Strategy
Our proposal of activities
Krok 1
Facebook focuses on unconventional, visually appealing presentation of the client’s offer. The offer is presented through product posts based on creations, in which the main role is played by the bottle, and encircled by a slogan related to it or the circumstances. Communication on Facebook is supplemented with lines such as riddles, drink recipes, fun activities and posts relating to current world and pop culture events.
Krok 2
Instagram is an image channel where the client’s offer is also presented. The basis on this platform are real product and lifestyle photos, arranged on the feed in such a way that it is visually friendly to the viewer’s eye. Photographs are taken by a dedicated team at the agency, which deals with the issue of arrangement, color scheme, accessories. The scope of cooperation also includes the creation of video content. One of the assumptions of conducting activities on Instagram was also the use of User Generated Content – photos and accounts created by fans are published. Recipients are also activated in accounts, in which polls, quizzes or open questions appear. On Instagram, we focus on naturalness and everyday life.
Krok 3
Communication on LinkedIn is conducted in a more formalized way. Due to the fact that Al.Capone is a franchise network, on this channel communication is business-like, with the main goal of reaching potential franchisees. On LinkedIna, publications are based on data from industry reports, and we also present information on B2B cooperation and its benefits, current information on events, new offerings, awards or salon openings.
Krok 4
Tiktok
Communication on TikTok focuses on reaching a younger target group. Due to the platform’s rules, it is impossible to promote sales here, so publications must be circular. The nature of the published content is to be light and fun, and the communication is based on trends and looser associations with alcohol. In addition, there are also specialized filims carried out in cooperation with Al.Capone employees.
Effects
What did the customer gain?
25407
new fans
on your Facebook profile at the time of our service
22,363%
percentage of active users
on your Facebook page in 12 months
52476,58
Average daily reach
total on Facebook from 3 months
Customer opinion
We started working with the inmarketing agency in August 2020. After about a year of joint activities and many completed projects, I can recommend working with the team without hesitation. Regardless of the task at hand, the people in charge take care of every detail. We are informed about the progress of the work on a regular basis and our comments are also, each time, taken into account which gives us confidence that InMarketing is a partner we can trust. We started our activities with the implementation of our new communication strategy, which for the Agency meant, among other things, support in organizing social media and co-creating a new corporate website for Al.Capone. At the moment, InMarketing coordinates social media channels for us (Facebook, Instagram, LinkediIn), conducts activities in Facebook’s advertising network, and takes care of the suport of our website. The InMarketing agency is a team we can rely on regardless of the situation.
