Lacroix Lot 300 April 2020 Campaign Launch

April 15, 2020

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Case Study:

Cidre Lacroix Lot 300 Product Launch

Case Study:

Cidre Lacroix Lot 300 Product Launch
Brand:
Cidrerie Lacroix
Campaign Producer:
Andrew Johnson
Brand:
Cidrerie Lacroix
Campaign Producer:
Andrew Johnson

Mandate:

Raise awareness of their new Mixer Pack.

Raise awareness of their two new flavours: Watermelon Basil & Pineapple.

Raise awareness that their products are local and made in Québec.

Raise awareness that their products are available in more than 2000 stores across Québec.

Target Audience:

Gender:Male & Female
Geo:Living in Quebec
Age:18 to 30

Enjoys products that are different from beer, easy to drink and of high quality.

Likes fruity products but is not looking for something that is too sugary.

Enjoys consuming local products.

The strategy we implemented.

Knowing that Instagram is where our target audience of 18 to 30 year old millenials spend the majority of their time online these days, we focused our efforts on this platform without neglecting other platforms such as Facebook and Youtube.

We opted for Instagram as our main touch point with millenials living in Québec because:

In Canada, 12 760 000 people use Instagram, which accounted for 33.8% of its entire population.

(Source: Instagram)

In Canada, people aged 20 to 34 are the largest user segment group.

(Source: Instagram)

In Canada, Instagram is the second-most downloaded free app in the Apple app store.

(Source: eMarketer)

In Canada, Instagram is the fastest growing social media platform.

(Source: eMarketer)

A mosaic landing page for Cidre Lacroix’s Instagram account.

We designed a mosaic for Cidre Lacroix’s Instagram account comprised of 15 individual frames that when looked at from a global perspective they all come together to tell Cidre Lacroix’s brand story, but also work as individual frames when seen by a user in their newsfeed.

The mosaic was comprised of 5 video ads we produced as well as 10 eye catching images. As a whole this mosaic acted as a landing page to properly capture the attention and interest of all the new people that would visit Cidre Lacroix’s Instagram account once the campaign was launched.

Tip: Click on the videos below to watch them.

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Unleashing the influence of our Creator Community.

In order to drive traffic to our mosaic we enlisted 80 influential creators on Instagram from our Creator Community Platform to talk about Cidre Lacroix’s new flavours on launch day. We sent all the Creators 3 mixer packs with the mandate to produce a variety of photos and videos to be posted on their accounts simultaneously on launch day.

The Creators we enlisted had a variety of audience sizes:
46Nano (1k-10k followers)
27Micro (10k-50k followers)
7Macro (50k-250k followers)
Our Creators enlisted have a combined follower count of ~1 million people.

The Creator Community Results.

Here are the results from our collaboration with 80 creators on Instagram:

Results from content posted in feed:

80photos produced and posted
450kpeople reached
500kimpressions delivered
65klikes
7kcomments

Results from stories posted:

380story frames posted photos
975kstory impressions delivered
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    A Series of 5 Product Video Ads.

    Our sister company Independant Studios produced a series of 5 ads to showcase the mixer pack as well as each individual flavour.

    Formats produced:

    16:9 for Youtube and Facebook

    9:16 for Instagram Stories

    4:5 for Instagram Feed

    Distribution:

    Instagram

    YouTube

    Facebook

    The Video Ad Results.

    200kviews across all platforms in the first 14 days of being put online

    Hyper-targeted social media ads

    In order to maximize consumption and engagement on the content we produced we used various ad buying strategies.
    Prospecting Strategyon the Cidre Lacroix Accounts
    We used a prospecting strategy to find new people who did not know of Cidre Lacroix products yet.
    Remarketing Strategyon the Cidre Lacroix Accounts
    We used a remarketing strategy in order to reinforce the idea our new product line with existing customers and fans.
    Branded Content on the Creators Instagram accounts
    We used a portion of our ads budget to run ads on the top 10 posts made by our Creators combining our prospecting strategy and our remarketing strategy.
    The ad platforms we used
    Instagram Ads
    YouTube Ads
    Facebook Ads

    The Ad Buying Results

    2Mtotal impressions delivered
    350kpeople reached
    25kpost engagements

    The Client

    Cidrerie Lacroix inc.
    Etienne Dancose
    Director of Business Activities
    One sure thing is that influencers campaigns are THE thing right now. However, how many brands really have impact using such strategies? Not so many. Most of the time, you can feel its product placement. This is something Andrew & the team managed perfectly. We made sure our campaign was going to be relevant for our consumers and strike their imagination. Having impact. By making sure all our partners and creators posted quality content, the same day at the same time, we flooded Quebec’s Instagram’s pages with amazing images and captions of delicious looking ciders. A few days into the campaign, we’re already seeing results on the field! Bigger orders from retailers, amazing feedbacks from consumers and many more apples in Quebec’s houses. Summer can now begin!

    The Creative Team

    Producer & Strategist:Andrew Johnson
    Social Media Manager:Pascale-Lou Angelillo
    Collaboration Coordinator:Janie Boulanger
    Ad Buyer:Alex Tossounian
    Web Designer:Émile Séguin
    Graphic Designer:Samantha Ste-Marie
    Executive Producer /
    Line Producer    Andrew Johnson
    Director / Editor:Jordan Lavery
    DOP:René Arseneau
    Lead Gaffer / Grip:Jean-Charles Myrand
    Grip:Cody Airth
    Art Department:Susan MacQuarrie
    Art Department Assistant:Rebecca Dory
    Production Coordinator:Alex Tossounian
    Food Stylist:Gabrielle Dalessandro

    Request A Quote

    Campaign Producer:
    Andrew Johnson

    Hey!! 👋🏻

    So after seeing these results… 🚀

    I bet you are wondering if we would be able to replicate these results for YOUR brand? 😉

    I am here to tell you the answer is yes!! 🏅🏆

    Get in touch with me today to discuss how we could work on a project together!

    I would love to put a commitment free proposal together for you.

    Andrew Johnson
    Campaign Producer & Strategist
    Dreww
    Request a Proposal