Distro, the top-tier online beverage delivery service in Tanzania. A tech-startup that swiftly and strategically conquered the market. Our assignment was to pioneer the launch of their innovative e-commerce platform through a Go To Market brand campaign.
We initiated an all-encompassing digital campaign with a central focus on ‘Moments.’ This perspective emphasized how Distro’s service has the capacity to make ordinary moments, Extraordinary. Using market insight to understand our consumer behaviors and placing the user’s experience at the core of our campaign -we were able to not just launch the brand, but position it for long term success.
Strategy + Content + Production
The Opportunity
With the growing middle class in Tanzania, and the evolving consumer behavior towards digital solutions for everyday needs. This lifestyle shift catered to a growing segment of online consumers who, on certain occasions, favored the convenience of ordering drinks and staying in.
Our Approach
Considering the complexities of online advertising for businesses associated with alcohol due to the policies of tech giants like Google and Meta, we decided to take a more nuanced approach. We focused on crafting authentic narratives that would resonate with our target audience, ultimately fostering a dedicated community of brand evangelists and purchasers.
The Outcome
With a clear understanding of our early adopters, we devised a communication strategy aiming to position the brand within significant moments of customers’ lives. Whether it was a moment of joy, celebration, sorrow, or frustration, Distro was there, enhancing those experiences, establishing a deeper connection with our audience, and embedding the brand into their lifestyle narrative.
We leaned more towards developing original content that would drive organic engagement, since we already knew that buying media for an alcoholic brand was going to be tricky on digital channels.
We were very specific about who our ‘early adopters’ would be and focused only on potential customers, who would not only view and enjoy the content, but also opt to place an order and try out the new Distro service.
TVC’s
We produced Video Concepts with which we launched the brand marketing campaign
and the hashtag ‘#TapItDrinkIt’ was introduced.
People & Moments
Photo and video production celebrated the joy and warmth of sharing a drink with loved ones.
Capturing the essence of special moments, connection and community, reminding us that the best memories are made over a glass of great liquor.
Product Shots
Each bottle has been expertly photographed to showcase its unique character and exceptional quality.
From the rich amber hues of our whiskies to the crystal-clear clarity of our vodkas, our product photography was geared towards leaving you thirsting for more!
Social Media Posts
With the unmistakable convenience of the online liquor store as the centerpiece,
our social media artwork geared towards inviting customers to indulge in the ultimate drinking experience.
Events
Over the same period of the campaign we also participated in over 10 events, some of which are shown below;
All these activities helped create awareness for the brand, it’s online platform and enabled Distro to diversify from being just a Retailer, to venturing in Wholesale, Distribution and Event Facilitation.
Results
15 weeks and 2000+ cocktails later. With zero media buying, the campaign resulted in;
91,000+
Site Visits
2,400+
Registered Users
700+
Active Buyers
$53,000
Gross Revenue
