LUIGI BORMIOLI LEVERAGING DIGITAL MEDIA FOR A CONSUMER BRAND

Luigi Bormioli is an established Italian

glassware brand that has existed for

over 60 years. As part of the brand’s

long-range plan, Sherpa was engaged to

ensure Luigi Bormioli remained a healthy,

sustainable organization, one positioned

for future growth and expansion.

To help achieve these long-term goals

and embrace a changing demographics

media consumption habits, Sherpa

Marketing successfully expanded

Luigi Bormioli’s digital footprint.

BACKGROUND

When it comes to dinning and

entertaining, Luigi Bormioli has a variety

of great products that they wanted

to showcase. Sherpa was tasked with

creating a viable and vibrant online

presence that would ultimately lead to

ecommerce sales and augments Luigi’s

traditional retail channels. Sherpa came

up with a befitting tag line “a glass for

every occasion” to capture Luigi’s unique

collection of glassware and demonstrates

that one of the constants at special

occasions is glassware. Luigi needed

to boost its small social media presence,

set a content strategy and learn

how to amplify it.

CHALLENGE

On this campaign, Sherpa started with

a profile of every product category and

sub-category, while also considering

seasonality, offline marketing, strategic

and revenue goals. Sherpa aimed to

increase impressions that will ultimately

lead to conversions, using tactics that are

proven to deliver exceptional ROI.

Using pay-per-click advertising on

Google AdWords and Bing ads, Sherpa

established baseline metrics on which the

success of the campaign was hinged.

A roll-out of a content strategy was also

established for the social media platforms

which appealed to Luigi Bormioli’s target

market-they were not just spectators

but actively creating and engaging with

content on the chosen platforms.

STRATEGY

Sherpa was able to drive millions of

impressions for a fraction of the cost

of traditional media using social media

platforms and pay-per-click advertising.

Through these intentional efforts, Sherpa

helped established brand identity on

social media, increased website traffic

& revenue. The idea was for Luigi

Bormioli to be smarter and more agile

than competitors who are relying on

traditional, slow and expensive media.

The results were phenomenal. We

reviewed growth on their social media

comparing January 2015 to July 2015.

We saw the following increase on all

their channels:

RESULTS

% CHANGEJULY 2015SEPTEMBER 2014SOCIAL MEDIA PLATFORM

664

14

1,883

25

33

1,657

298

114

183%

11735%

1092%

245%

% CHANGEAPRIL 2013 – MAY 2014DATE RANGE

N/A 2,910,749 N/AIMPRESSIONS

SESSIONS

JUNE 2014 – JULY 2015

97,189 145,484 50%

USERS 77,035 112,873 47%

PAGE VIEWS 521,891 1,062,010 103%

PAGE/SESSION 5.37 7.30 36%

SALES $2,497 $51,503 1963%

Digital marketing can be one of a

brands biggest investment. The key is to

consistently test and learn as a company

decides to take the plunge to becoming

digitally savvy. Sherpa marketing is able

to help businesses of every size leverage

digital marketing tools by maximizing

their social media footprint and

leveraging web technologies whilst

providing measureable results.

SUMMARY

contact us

204.219.8838 519.576.0895 sherpamarketing.ca

205-530 kenaston blvd winnipeg, manitoba

645 westmount Rd. e., suite 17kitcheneR, ontaRio

marketing

NOTES

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