Introduced a new industry-leading product to the UK
Brief:
Digital marketing strategy to introduce a bestselling European product to the UK
Create a dedicated B2B and B2C following
Aillio Roasters
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Achieved over 1,000 Instagram followers in the first quarter using only organic social media
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Created an engaged, online community
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Exceeded sale expectations in the first year by over 300%
The Challenge
Aillio sees themselves as problem solvers for coffee enthusiasts. They proved this to their European market by creating the world's greenest, most powerful home coffee roaster that shook up the industry.
They knew they had a dedicated, engaged audience in Europe, but could they have the same effect in the UK?
The Solution
Coffee enthusiasts are a dedicated but closed group. They know what they love, and it takes something special to turn their heads
From observing the potential UK market and collating data from the established European market, I was able to road map how we can gain our audience's attention, get them talking and purchase.
From the research, we spread ourselves across the platforms and touchpoints where we knew we could gain our audience's attention - such as events, press, and influencer marketing. But one of our greatest successes was our Reel Strategy, which achieved a reach of over 2.5 million, resulting in a flurry of followers and sales.
From my work, Aillio exceeded sales in its first year, and continues to dominate the UK market.