1883 - Maison Routin
WeChat, Social CRM & Mini Program campaign
1883, developed by Maison Routin, is a french master sirupier of over 130 years. In France and across the world, their aromatic expertise is widely regarded as one of the very best and is in high demand. Maison Routin is often applauded for its efforts to constantly change and adapt while also maintaining the spirit of its founder Philibert Routin. For Maison Routin, the quality of 1883 is the most important requirement.
Maison Routin approached us as they wanted to expand the 1883 Syrups brand to a business-to-business audience in China, including professional baristas, restaurants, and hotels. While they are widely known in Europe, they knew it would be much trickier to gain that recognition across China’s unique digital landscape without our help.
What We Did
The main objective was to increase the visibility of 1883’s brand towards the desired audiences and increase B2B sales within these industries. It was important that we helped 1883 reach a level that meant it was directly competing against rival businesses, such as DaVinci and Maison Monin.
What We did
The main objective was to increase the visibility of 1883’s brand towards the desired audiences and increase B2B sales within these industries. It was important that we helped 1883 reach a level that meant it was directly competing against rival businesses, such as DaVinci and Maison Monin.
Setup 1883 WeChat Official Account
The first thing that we needed to do was create an official WeChat account for the 1883 brand. WeChat features are essential for any business operating in China, as it is the best way for customers to ask questions, make inquiries, and handle complaints quickly and easily. A fully functioning WeChat is important for the best possible customer service.
We made a legal application for the WeChat official account and then began structuring the menu and submenu to perfectly suit customer needs.
WeChat Official Account social media management
Next, it was important for us to address the 1883 social media channels. We identified the importance of content planning and topic localization for the brand and set up a structured plan that utilized useful and effective content in a way that 1883 could emulate for years to come.
We also developed WeChat articles using our in-house copywriting and design skills, creating content that benefitted 1883’s current customers, and helped bring more prospects to the website.
We instilled a community management plan to keep the current customers happy and engaged and set up detailed social media reporting and analysis documents to track the growth of the business through these actions.
1883's WeChat Mini Program
Another area we noticed that could gain great results was the 1883’s WeChat mini-app.
We started by mapping out a brief technical definition for our team to follow throughout the project. We also identified the type of user experience and user interface we wanted to achieve and designed the layout of the mini program for 1883 to approve.
Once approved, we developed the WeChat mini program, released it, and then managed it to ensure the customer experience was top-quality as planned.
Monthly reporting and analysis
Finally, we decided to implement monthly reporting and analysis to allow 1883 to track their progress. The idea here was to create reporting and analysis documents that 1883 could easily view and edit so that they were not reliant on us in the future.
To do this, we created detailed holistic reporting for every eCommerce, promotional, social, and branding action.
These reports included a detailed analysis of performance through key data extraction.
Results
Since we began working in 1883, we have already seen significant improvements in the company’s performance. Brand visibility is on the rise, and 1883 is starting to compete with DaVinci and other brands in the Chinese digital marketplace.
40%
WeChat Followers growth year on year
15%
Engagement growth
58
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