Licor Beirão Digital Strategy _
June 2014 - Present
We had a challenge: to create an online strategy for Licor Beirão.
This work gets confused with 10.digital’s own history, because it began before 10 even existed.
The year was 2014, and we were working with Licor Beirão on the software development area when we felt there was an opportunity to work the company’s digital marketing that for so long had inspired this country’s advertisers.
We were given that opportunity and we held on to it in the best way. We entered the brand’s strategy and, two years later, Licor Beirão was already the food and beverage brand with the most fans on Facebook in Portugal.
When we first started talking with Licor Beirão about the possibility of working the brand’s digital marketing, it already had a strong presence on Facebook and a referral site. But it lacked a digital strategy.
From the first two meetings a clear challenge surfaced: to create a digital strategy for Licor Beirão. That’s what we are committed to do since we started working with the brand, in 2014.
We became Licor Beirão’s digital marketing department, way before we even ambitioned to launch 10.digital - something we only did over two years after we started working in the area.
To conceive an online presence that would allow all online channels to interact and converge to achieve a common goal: engage the community of fans that are loyal to the brand.
The growth of online communication channels was gradual over these years, being at the moment with a much wider presence than the one we had before working with the brand.
Facebook and Facebook Ads
On Facebook the successes have been repeating themselves ever since. The platform’s management is 100% assured by 10.digital, including the content creation (excluding videos), the answer to the comments and private messages and all the online advertising management.
Ever since we started working the brand:
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We became the #1 brand of Portuguese fans on the food and beverages sector;
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We were the Portuguese brand with the most shares on social media in 2015 and 2016;
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We began communicating in 5 languages, on a global pages system;
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We more than doubled the fans, having now over 880 thousand on this social network;
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We created memorable campaigns, some of them you can see here.
The success in creating Facebook content has been a constant year after year and Grupo Marktest has been following the phenomenon.
Instagram and Instagram Ads
The Instagram, created in January of 2015, is another one of the platforms managed by 10.digital, namely the online advertising management, answering to interactions with our content and monitoring and interacting with the hashtags that are relevant to the brand. The photographic contents are, from 2015 until the end of 2017, the result of a partnership between Licor Beirão and Revisit Grader.
The page is, right now, the third one on the beverages sector in Portugal having already 13,400 attentive followers.
Google AdWords
As the certified agency it is, 10.digital also became responsible for managing the advertising across Google network. The Display, Search, Mobile, Video (YouTube) ads for Portugal and abroad are always managed by 10.digital’s team.
Example of a Google network ad targeted to the online store.
Google Display Ad promoting the launch of “Nosso” on a sports newspaper that shows Google ads.
Preview of the video ad promotion concerning Beirão d’Honra christmas 2017 campaign, on YouTube.
YouTube, LinkedIn, Twitter, Pinterest, Google +
Despite having just a residual presence in these networks because they do not fit so much in the brand’s strategy, in the immediate, 10.digital is responsible for monitoring all these networks as well as answering all the comments on them.
Sapo, Spotify, Bing, among others…
Whenever it is relevant, 10.digital is even responsible for negotiating with other online advertising suppliers such as Sapo network or Spotify ads. We natively manage all online Bing advertising for foreign markets, as on a national level the platform has exclusivity with Sapo network.
Example of an advert for the 2017 christmas campaign on the Sapo Cinema platform.
Online Store
Despite having had a previous experience with an online store already, when 10.digital began working with Licor Beirão, it was necessary to totally reformulate it.
For that, we used a SaaS to assembly the store. Starting only with sales for Portugal, the billing has increased since the launch of the store until today. With an increase of more than 500% in sales from 2015 to 2016, the store is going to its third year having had up to date an increase in revenues of 73% compared to the same period last year.
Since the end of 2016, Licor Beirão’s online store is already exporting to all the European Union.
Concerning the online store, 10 digital is responsible for managing its traffic and SEO. Product management and customer care on the Online Store is supported internally by Licor Beirão, despite being in constant coordination with 10.
Newsletter
The management of the newsletters to be sent to its fans is always coordinated with the internal team of Licor Beirão, being a mutual responsibility of 10.digital and its internal team. This was another communication channel that began being used by 10.digital’s proposal, as in the beginning of the project no contacts by newsletter were being made with the final consumers of Licor Beirão.
Excerpt of the newsletter announcing the brands’ presence before and during the 2017 NOS Alive festival.
Clube Beirão
The newest addition to Licor Beirão’s digital strategy was Clube Beirão, 100% proposed and developed by 10.digital.
As its own name claims, Clube Beirão intends to gift the biggest Licor Beirão fans. Through it, it allows people to use QR codes at Licor Beirão’s events to win prizes and free drinks.
It is possible as well, periodically, to win some prizes outside the events: tickets for NOS Alive, MEO Marés Vivas, EDP Cooljazz are some of the examples of the prizes awarded. Clube Beirão’s launch, made with the contest to win tickets for 2017’s NOS Alive, had surprising results: in seven days 30,000 users registered and 350,000 plays were made by Licor Beirão fans.
Excerpt of the newsletter announcing the brands’ presence before and during the 2017 NOS Alive festival.
Client Feedback_
“ 10.digital has been a key partner for Licor Beirão when it comes to managing the relationship with the clients and consumers, and the results can be seen: leadership in interaction, both online and offline.
Licor Beirão always wants to make different (and better) and 10.digital has managed to live up to the challenge. Congratulations! ”
Licor Beirão’s CEO
Would you like to know more?_
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