Caffè Excelsior

Social media management for Caffè Excelsior

A few words about Caffè Excelsior

Caffè Excelsior is an authentic Italian espresso produced in Verzuolo, Italy, since 1966.

It is an award-winning coffee of high quality and taste, whose preparation combines new technologies and traditional roasting techniques.

Excelsior Thessaloniki is the official supplier and distributor of Caffè Excelsior in Northern Greece.

The company started its operation in June 2021, aspiring to create a reliable distribution network of quality coffee. It is both a B2B and a B2C business.

Digital marketing goals

Before the start of our collaboration, Caffè Excelsior was active on Facebook and Instagram. However, the content posting was not regular, and the uploaded content lacked coherence.

In September 2021, the client entrusted the company’s social media management to the team of W3Vitals.

The agreed digital marketing goals were the following:

• enhancing brand awareness
• building a loyal community
• attracting new B2B customers
• attracting new B2C customers
• increasing sales

Below you may find the results of the digital marketing strategy implemented until today.

Challenge: How we create a successful digital media strategy for a coffee brand

Greece is a country with a high annual per capita consumption of coffee. The coffee market, however, exhibits oligopolistic characteristics and high concentration.

In particular, the largest share of consumption is covered by three large multinationals, while several small companies occupy smaller market shares.

All these create a highly competitive environment, where coffee brands try to stand out by maintaining a particularly active presence on social media.

Choosing the right digital marketing strategy can help a brand increase its awareness and reach its target audience.

Customer profiling and competition research

The first step in drawing a successful digital marketing strategy is analyzing the client’s profile and competitors.

In this context, we conducted a market analysis to identify the company’s strengths and the challenges it faces.

Furthermore, we found its main competitors and analyzed the strategy they follow.

These actions helped us better understand the sector and draw a more targeted social media strategy with measurable results.

Social media optimization

Following the competition and keyword analysis, we optimized the client’s accounts on Facebook, Instagram and Google My Business.

The copywriter prepared original texts for Caffè Excelsior’s accounts, utilizing storytelling and SEO techniques.

Meanwhile, the designer created the necessary graphic elements to establish a coherent corporate image.

Last but not least, the account manager implemented the necessary optimizations to ensure that the brand is presented on social media in the best possible way.

Social media content creation

Based on the agreed targets, we developed a content strategy that aimed at:

• increasing brand awareness
• creating a loyal community
• attracting B2B and B2C customers

Each month, the account manager prepared a social media plan, based on which the copywriter wrote attractive posts, and the designer created relevant graphics.

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Giveaway

Running a giveaway is one of the most effective ways to increase your followers on social media.

In the first month of our cooperation, we proposed to the client to hold a giveaway on the occasion of World Coffee Day.

The giveaway was the same for Facebook and Instagram, lasted two weeks, and was sponsored with a small budget.

It had the following results:

• Reach increase: It reached 10,600 people on Facebook and 5,946 on Instagram.
• Engagement increase: It caused 3,663 reactions on Facebook and 5,887 on Instagram.
• Follower increase: It brought 826 new likes on Facebook and 610 new followers on Instagram.

A social media strategy that brings results

In the context of our cooperation with Caffè Excelsior, we developed a strategy to increase brand awareness and reach new customers.

Indicatively, during the first month of our cooperation, we achieved the following:

Facebook Page of Caffè Excelsior

Instagram of Caffè Excelsior

Google My Business of Caffè Excelsior

Check our work on Facebook, Instagram and Google my Business.