Vosges Haut-Chocolat
Challenge
Vosges shares challenges and goals with most ecommerce advertisers. Our goals were to grow year over year sales while also improving return on advertising. The landscape of luxury chocolate is competitive, with known brands needing to be challenged. Vosges was a mature advertiser with experience in key campaigns already. This was a client that needed tight tactical implementation as well as strategic guidance. Furthermore, Vosges needed support through an aggressive seasonal curve. Christmas and other gifting holidays are huge for Vosges, with complex promotional calendars and tough goals. On the other hand, summers are slow, and media needs to be bought economically and profitably to leave sufficient budget for the high season. On the organic search front, a burgeoning corporate (B2B) market was ripe for the taking, and required a thorough focus on commercial and business-related SEO keywords. Primary Goals Grow overall eCommerce revenue year over year Maintain and improve PPC ROAS across all channels Rapidly deploy promotional content to support sales and offers Build accounts that can effectively scale up and down to support seasonality Represent the Vosges brand effectively and grow brand awareness profitably Establish tracking of commercial lead form and grow submissions
Solution
Google Smart Shopping + Feed Optimization. One of our early projects with Vosges was to launch Google’s Smart Shopping format, at the time a new feature, and also optimize the Vosges product feed which had significant opportunity for technical and data improvements. Making these improvements quickly allowed us to scale Shopping and today Google’s Smart Shopping remains a key campaign. Close Creative Collaboration. Vosges is an inherently visual brand driven by product photography and storytelling. Our media team was able to develop a creative sharing and collaboration process with the Vosges team that allowed both groups to share insights, content and strategies and produce creative that performed well on Facebook/Instagram and hit Vosges’ branding goals as well. Building to Scale. Right at the start of our engagement, we knew that Vosges would be a seasonal business. Chocolate sales spike during holidays especially Christmas, and slow way down during the summer months. By building our campaign structure to accommodate scale both up and down, OpenMoves was able to build a media effort that was profitable all year long. Industry Insights. The chocolate business has some unique dynamics to consider. This includes the split between gift buyers and people buying for themselves as well as the difference between first-time and repeat buyers and considerations around LTV. With great insights from the Vosges team, OpenMoves has built our media efforts around these unique industry issues, ensuring that our campaigns are reaching the highest value audiences at the right times. B2B Opportunity. The corporate market provided a big opportunity to generate new corporate customers, especially with respect to holiday gifting, but also related to general corporate gifting services. OpenMoves focused SEO content edits towards core keywords related to corporate gifting, and this has led to the growth of the commercial business division for Vosges Chocolate.
Results
25% Growth in total online revenue 40% Growth in PPC revenue 10% Growth in overall website users 17% Growth in organic revenue YoY
OpenMoves
OpenMoves is New York's premier digital marketing agency, offering Paid Search, Organic & Local SEO, Social Media & Email Marketing. Get in touch today.
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