Case study

Boréale

5x
More contacts acquired organically
20 %
Email click-through rate (10x higher than industry)
3
Email automation scenarios defined and implemented

FIND OUT HOW WE DID IT

Building customer loyalty in an industry where consumers are constantly on the lookout for something new is no easy task. Adviso was able to understand our business challenges and our ambitions in order to develop a comprehensive relational program allowing us to maintain a privileged relationship with our drinkers.
Erika Godbout
Marketing and Communications Director, Boréale
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MASTER DRINKERS: A RELATIONSHIP MARKETING PROGRAM BETWEEN A MICROBREWERY AND ITS COMMUNITY OF PASSIONATES

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.

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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.

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CHALLENGES RELATED TO THE PROJECT

Prioritize enablement projects based on team resources, including program content creation
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Develop a unique personalized experience in a context of limited technology integration
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Identify relevant value propositions for a market of consumers who are not very loyal and very curious by nature
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OUR METHODOLOGY

Host workshops to define the elements of the relational program based on the company’s capacities
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Analyze the digital ecosystem to identify needs in terms of content and integration of systems
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Create wireframes for the program’s destination page and acquisition forms, and collaborate with the agency tasked with development
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Fully manage the creation of automated emails and email campaign templates by promoting the transformation of existing content
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Train teams in how to use the automated marketing platform (ActiveCampaign)
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Former les équipes à l’usage de leur plateforme d’automatisation marketing (Active Campaign)
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SERVICES DEPLOYED AT ADVISO