Content & Performance Strategy
Serena Wines 1881 is a family-owned business nestled in the heart of the Prosecco region, just outside the town of Conegliano. The company has a profound connection to this land, reflected in its historic estates dotted across the rolling, vineyard-covered hills. The Serena family carries a centuries-old tradition in winemaking, fuelled by a deep passion for oenology and unwavering dedication to their craft. Though steeped in tradition, the brand has also embraced innovation, blending time-honoured techniques with modern sensibilities.
Seeking to reinvigorate their digital presence, Serena Wines 1881 partnered with our agency to overhaul their content and performance strategy. Together, we crafted a new, holistic communications plan – revisiting their social media approach, optimising the website’s SEO, and injecting fresh vitality into the brand’s blog.
Content & Social Media Marketing
Our content strategy centred on elevating brand awareness and driving user engagement. Our approach included a strategic planning phase, followed by the creation of targeted content designed to maximise these initial objectives. Each piece of content was tailored to perform optimally across multiple touchpoints.
Performance Marketing
To achieve the project goals, we planned and executed advertising campaigns on Facebook, Instagram, and Google Ads. These campaigns, aligned with the editorial strategy, were designed to expand social reach and increase audience engagement. We also used dark ads to drive high-quality traffic to the website. Our ads included both static and dynamic formats, each designed specifically for different audience types: B2B and B2C.
SEO
Through SEO initiatives focusing on article publications, link building, and product page optimisations, we aimed to improve the visibility of the corporate website and blog. We were able to steadily increase website traffic by around 20% over the first eight months.
Videography and Photography
Alongside our social media strategy, we produced visual content to enhance brand perception and elevate brand value with a vibrant, fresh aesthetic that reflects the spirit of Serena 1881 products. Our still-life shots used colourful backgrounds aligned with the brand’s palette and abstract arrangements that suggested wine and food pairings. Each composition was crafted to visually express a balanced blend of flavours through careful placement of elements.
