HEAVENSAKE
Ecommerce Optimization
Crafted in Japan, HEAVENSAKE is an award winning creation by French Wine Master
REGIS CAMUS in collaboration with Japan’s most respected sake breweries.
Their common ambition, was to create the smoothest Sake in Japan.
A Better High
All Natural. No Added Sugar.
Gluten-free. Sulfite-Free. Additive-Free.
Gluten-free. Sulfite-Free. Additive-Free.
Crafted in japan
CHALLENGE 1
Not everyone knows much about Sake and that makes it an intimidating category. How can we educate the potential customers, bring in more quality traffic to the website and increase Return on Ad Spend (ROAS)?
SOLUTION 1
We divided the target audience into three main categories:
Who don’t have any specific interest/knowledge in the category (Sake) and also don’t know the brand.
Who have interest/knowledge in the category (Sake), but don’t know the brand.
Who know the brand, so most probably have interest/knowledge in the category (Sake).
With various test we notice that:
Category A
Are mostly wine/champagne drinkers, so for the Ads we showed them the products with long educational captions about Sake features/benefits and how it can be an alternative to wine/champagne.
Category B
Already knows the info we provided for category A, so we attracted them with information about the collaboration between Regis Camus (champagne Master) and best Sake breweries in Japan such as Dassai
to create a unique blend of Franco-Japanese Sake.
A Story of a Cultural Exchange
Japan Meets France
“Our desire was to create the smoothest sakes in japan.
floral, light and fruity, evoking a refreshing joie de vivre.”
floral, light and fruity, evoking a refreshing joie de vivre.”
REGIS CAMUS
Category C
They best responded to Ads where we show and talk about the prestigious Awards we won such as back to back “Best Sake” title winner at San Francisco IWC in 2019 & 2020.
These tests and categories, improved the Ads performances and at the same time improved the website traffic.
CHALLENGE 2
Conversion rate on the website is low. Sake is a fast growing category, yet not in every store, so the importance of E-Com to create availability nationwide is critical. How can we improve the conversion rate on the website and consequently increase sales?
SOLUTION 2
After auditing the website, we noticed that most of the traffic is from Mobile, but mobile speed was not optimal. This would mostly impact first time visitors. Further analysis showed that even though HEAVENSAKE products are in a high price range, 50% of the transactions are from first time visitors, which means that our products can be an impulse purchase. However, first time visitors had a much lower conversion rate than the return visitors.
Consequently, we divided the transactions into two groups:
First time visitors (Impulse purchase)
We optimized the website speed on Mobile and adjusted the website UX/UI so the discovery and checkout can be smoother. We also set up a pop up on the homepage to collect email addresses with a 10% discount incentive and automatically put them on welcome series emails.
Return visitors
We optimized the re-targeting ads and set up automated email series as well as monthly campaigns to educate and incentivize them to buy more.
Email Automation
WE TRANSFORMED THEIR ONLINE PRESENCE, INCLUDING THEIR WEBSITE
AND SOCIAL MEDIA.
SAKE BABY! is a playful take on the purest drink in the world.
2000 years of joy and tradition flowing into a cheeky 300ml white ceramic bottle straight from heaven.
Marvelously smooth, full of flavors and aromas,
SAKE BABY! will make you rethink everything you know about sake.
Product Photo-shoot
Social Media Transformation
RESULTS
WITHIN 3 MONTHS, WE MANAGED TO BRING THE FOLLOWING RESULTS:
This project was carried out at The Armin Bar (NYC|Milan) during my collaboration with them in 2021.
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