We scaled this flavoursome campaign into a multi-award winning showstopper! Working across SEO, PPC and Paid Social Media, see how we won Shopping Campaign Of The Year and Best Use Of Automation.
VIP Bottles are an online luxury alcohol retailer specialising in international, exclusive and limited edition spirits.
VIP Bottles first approached Digital Ethos in October 2020 to build their online presence as they were originally a physical store based in Leicester. The retailer was struggling to gain volume and visibility online and they were running the majority of shopping activity through an affiliate partner.
At that point, only 17% of PPC revenue was generated through Google Shopping and only 15 SKUs were advertised.
There were a few issues that were holding back product visibility such as feed optimisation, lack of budget, manual bidding, competition, product pricing and the small number of SKUs advertised.
VIP Bottles are still a relatively new brand that don’t have the brand loyalty and advocacy on the same scale as their competitors; whilst brand loyalty comes from quality service and products, and not price competitiveness alone, we knew price sensitivity was going to be extremely important in our strategy.
We knew that the Black Friday and Christmas was peak online alcohol time and that price competitive products would sell to one-time-purchasers with no loyalty to online alcohol retailers. We focussed on optimising product feed attributes in time for peak season.
From an SEO perspective, the main focus was to build a better site architecture with category breadcrumbs and category content. Working through a comprehensive SEO strategy has allowed us to produce guides, recipes, product descriptions and so much more.
Best use of automation
Winner: Digital Ethos & VIP Bottles – Making Every Shot Count
Shopping Ads Campaign of the Year Silver Award: Digital Ethos & VIP Bottles – Making Every Shot Count