Eminence’s approach was threefold:
- First Eminence analyzed Emil Frey as a brand and conducted a competitive landscape to understand the industry
- Then Eminence defined Emil Frey’s brand positioning in the market
- Next Eminence recommended that Emil Frey have a combination of digital touchpoints that included a paid media strategy and a clear content strategy. For this, Eminence put in place Key Performance Indicators (KPIs) that were monitored daily, in order to adapt the paid campaigns and ensure that they reached their monthly KPIs.
We defined the company’s global digital strategy and started working on the most visible platform, which was the website.
The e-commerce site of Emil Frey Geneva Acacias was conceived and designed to encourage the user to interact directly on the platform, using call to actions. Our goal was to improve the user experience thanks to a streamlined and intuitive website navigation.
In parallel to the development of the e-commerce website, our marketing specialists worked on the SEO (local and national), SEA (Google Search, Display, Remarketing, Video ads) and social media (community management and social ads), to be ready to launch the campaigns as of the website’s go live.
In parallel with the launch of the campaigns, we setup contests on the website and on social media, in order to boost the traffic and leads, and to generate awareness of the new online store.
This technique, known as Gaming, was used throughout the year in the form of one-off campaigns so as to reach the engagement objectives.