SANDARA Sparkling Wine
Client:
Vicente Gandia
Brand:
SANDARA
Industry:
Alcoholic Beverages
Background
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.
The Challenge
An-yal's mission was to spearhead two campaigns for SANDARA Japan's new product format and flavors, Lemon, Blood Orange, and Mojito. These flavors were encased in a sleek 250-ml can that redefined convenience and sophistication.
We devised a strategy to captivate audiences and establish SANDARA as a standout player in the competitive beverage market.
Our approach involved building a brand, ensuring cultural resonance and relevance, and seamlessly integrating marketing and advertising through various touchpoints.
What we did:
Market and consumer research
Japan brand communication strategy
Integrated marketing and advertising
Brand voice and visual messaging
Social media campaign design, channel management and execution
Media planning and budget management
Video production and art direction
Launch of SANDARA Japan social media channels
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
+30% Share of Voice / 3.4M Impressions / 1.8M 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.
