taking Amarula to #1
Amarula is a well-known and loved South African cream liqueur. However, in the UK it is a challenger brand, often referred to as the “South African Baileys”, diminishing brand authority and recognition.
an end-to-end customer experience with a content strategy at its heart
Our social media strategy considered Amarula’s global resources and brand methodology, paired with local market research to drive sales online and instore. The results focused on two key messages to resonate within the UK market: product story and versatility.
Our resulting creative strategy positioned Amarula as an ‘exotic indulgence’ which could not only be enjoyed on its own but used in a variety of cocktails and desserts. Brand story content focused on how just once a year, the Marula trees bear fruit. Elephants are drawn by the exotic scent and travel for miles to get a taste.
experiences to drive trial
Finding added opportunities to engage and educate audiences helped bring Amarula to the British target audiences through events such as Africa Fashion Week and Instagram cocktail hour cooking live streams.
selling cream liqueur on Amazon
Average social media engagement rate
Influencer partnerships to support 10 campaigns