Villeroy Boch
Up Digital worked with Villeroy Boch to elevate perception and sales through Strategic Marketing
About The Client
Villeroy & Boch is a renowned and distinguished European brand with a rich heritage dating back to 1748. Specializing in high-quality ceramics and porcelain products, Villeroy & Boch has established itself as a global leader in the world of premium tableware, bathroom ceramics, and home decor.
2.3M+
Accounts Reached
33
Creators Activated
90k
Engagements
+35%
Total Sales
Objective
The primary objective was to cultivate consumer awareness that the brand represents a luxury identity, synonymous with exclusivity.
Challenge
The strategic use of influential endorsements, the calculated scarcity technique, and the seamless customer journey elevated the brand's image and redefined its luxury identity. This case study exemplifies the power of tailored marketing approaches in not only changing consumer perception but also translating it into tangible business success.
Approach
Strategic Platform Selection: To ensure maximum visibility, the strategy centered on utilizing the most prominent and visually engaging platforms—Facebook (FB) and Instagram (IG) posts.
Influencer Collaboration: Partnering with influential bloggers and key opinion leaders (KOLs), the brand harnessed the power of personal endorsements via a barter arrangement. This strategy elevated the brand's image by presenting it in a high-quality, personalized manner.
Redefined Customer Journey: Prices were intentionally omitted from the brand's website. Instead, a deliberate redirection from advertisements to messaging apps (Telegram, WhatsApp) was implemented. This allowed consumers to directly connect with the brand's manager, streamlining the inquiry and purchase process.
Results
Remarkable Sales Surge: The calculated decision to limit the product offer resulted in an astounding five-fold increase in sales. This deliberate scarcity tactic generated a "wow" effect, fostering consumer intrigue and urgency.
Luxury Perception Reinforcement: The strategic amalgamation of influencer endorsements, targeted platforms, and exclusive purchasing experience collectively reinforced the brand's perception as a luxury symbol.
Enhanced Consumer Connection: The shift to instant messaging apps not only streamlined the purchase process but also enhanced the personal connection between the brand and its consumers.
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