Client Vosges Haut-Chocolat
Luxury Chocolate Brand Growing Revenue by 40% with PPC and SEO
OVERVIEW
Vosges Haut-Chocolat is a luxury chocolate brand with a thriving ecommerce business and several chocolate retail boutiques across the USA. Vosges’ mission is to harness the power of storytelling to open minds, spirits and palates through esteemed chocolate.
Vosges selected OpenMoves in 2018 to take over management of PPC campaigns on Google, Bing, and Facebook as well as launch a new SEO effort. This included a total rebuild on most PPC campaigns and strategies including supporting Vosges’ new website launch, rebuilding product feeds, a substantial update to all creative assets and messages, and more. Over the course of a nearly 2 year project, Vosges’ results were well above target:
25%
Growth in total online revenue
40%
Growth in PPC revenue
10%
Growth in overall website users
17%
Growth in organic revenue YoY
CLIENT TESTIMONIAL
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I think they do a great job structuring the team - we’re able to focus on specific strategies that all come together really well. They have a great analytical side and the OpenMoves team has been super responsive to solving our challenges. We’re really happy with the results we’ve seen from OpenMoves. Our ROAS continues to be very strong. I would highly recommend OpenMoves!
THE 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 performance marketing 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
OPENMOVES ANALYST
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I’ve really enjoyed assisting Vosges over the past 2 years and obviously we’ve all been very happy with the results. The Vosges team has been really great to work with and always provides great insights into creative and brand strategy to help inform our media buying efforts. Vosges has a very complex promotional schedule and its been an exciting challenge to develop effective campaign strategies and the framework to scale their media spend at a moment's notice.
The 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.
Let’s discuss how we can increase your revenue
SPARX
Maximizing Sales and Growth with an Improved PPC and SEO strategy.
