Les Brasseurs du Nord, a microbrewery firmly rooted in the Quebec brewing landscape, has undertaken major projects in recent years to enhance the Boréale brand offer and respond to changing consumer tastes in a highly competitive market. . where craft beers are gaining popularity.
The microbrewery commissioned Adviso to allow it to get closer to its community of enthusiasts and acquire relevant customer data. Boréale wanted to retain its drinking troughs and introduce them to other ranges such as Série Artisan and Épisode.
Thus was born Maître Buveurs, a relationship marketing program conceptualized by our digital experience team and intended to maintain a privileged link between the Boréale brand and its drinkers.
The program was designed in several stages. Our team's work began with an in-depth analysis of market research and search engine queries to better understand the profiles of target customers and their specific interests.
In collaboration with the Boréale marketing team, we then established an attractive value proposition for subscribers corresponding to the rational, emotional and relational dimensions of the program.
Following a study of the microbrewery's digital ecosystem, we have built an activation guide (playbook) for the Master Drinkers program, grouping together the tactics to be implemented in terms of email marketing and content. These multi-channel strategies would allow Boréale to support subscriber acquisition, but also to use its primary data to engage and sustain the relationship with its consumers.
Finally, we supported the Boréale team in the creation of the touchpoints essential to the launch of the program, in particular the acquisition forms, the automation scenarios and the templates for email campaigns.
