Marketing Strategy
Wine about it…you’ll feel better.
Driving foot traffic for small business in uncertain times
Oyster Creative Team: Strategy by Megan Clista, Dan Ayer, and Laura Shirley
Challenge
Apericena Wine Bar, a family-owned business in the suburbs of Pittsburgh, hadn’t fully recovered from the pandemic. Their goal to increase sales required an authentic approach that would get customers comfortable getting off their couch for a glass of Chianti.
Strategic Approach
We needed to cast a wider net than “the regulars” – middle-aged, affluent women that self-identify as sommeliers. Instead, we tapped into an overlooked audience. We knew millennials value meaningful connections with digital communities and brands. Through a combination of niche events supporting local artists and small business, partnerships with micro influencers, special promotions and gifts, and an Instagram strategy driven by user-generated content and short-form video, we successfully captured the attention of a younger market.
Results
A multichannel experience not only increased foot traffic, but also grew brand awareness.
Influencer Activation @seeking_nourishment
3.7K Impressions
56 Profile Visits
Paid Instagram Story Takeover @pittsburghmagazine
1K+ Views/Story
635 Profile Visits
50+ New Followers
Three New [Sold Out] Events
Comedy Night, Wine Tasting, Sunday Brunch
Earned Media
UNATION Pittsburgh
Good Food Pittsburgh
