Madame Rosa, Goa’s oldest and leading distillery founded by Valentino Vaz, the leading advocate to get the GI registration for Feni, had little to no presence online when they came to us at Creometric in August 2019.
While Big Boss Fenny, the company’s flagship liquor brand, is the most widely-known and the largest premium brand of feni in India and abroad, the company has actually been manufacturing multiple brands under the name of Madame Rosa 1933. But while these other products may have been known in the market under their own brand names, there was no awareness of their connection to the mother brand. Most Goans and feni lovers enjoyed brands such as Big Boss Fenny, PVV and Lembrança, but didn’t know that they all belonged to Madame Rosa 1933.
The primary objective of the partnership with Madame Rosa was two-fold:
To create an online presence for the brand
To create an awareness of the brand Madame Rosa as well as all of her products in the market.
In order to reach out to the existing off-line customers as well as new target audiences online, we decided to leverage the power of social media marketing. From creating new social media pages and populating them, to creating and building engagement – and all of this mostly organically (given restrictions on SM platforms for advertising of alcohol) – we had a fun and challenging project at hand.
Using creative content, graphic design, animation & video marketing, Instagram stories, as well as on-ground marketing strategies we were able to skyrocket reach and engagement. Coupled with limited but creative paid marketing strategies to boost brand awareness, here are the numbers we raked in, in only 5 months:
Followers:
Madame Rosa pulled in more than 2700 followers across Facebook and Instagram
Content Reach:
We saw an expansive reach of 90,776 users on Facebook in just three months and 88,252 on Instagram in five months.
Audience Engagement:
Not only did our content reach far, but it also kept people engaged, which was a great win for the brand. Over the same time period, the number of engagements on Instagram was 20,199.
Here’s A Sneak Peek At Some Of Our Work:
Madame Rosa on Instagram:
Video Marketing
We used animation to create a product awareness animated series in collaboration with Fat Hamster Studio
Mahindra Open Drive Campaign
We went beyond digital marketing by strategising and creating a combined on-ground and online marketing campaign for Madame Rosa in order to leverage their participation in the Mahindra Open Drive to increase online reach as well as drive sales. We helped them with the design of their set-up and advertising as well as audience engagement.
