Duckhorn
WeChat Management & WeChat Store
Over the last forty years, Duckhorn Vineyards has risen to become one of the market leaders in Napa Valley wines in North America. In addition to its 800 cases of Merlot and 800 cases of Cabernet Sauvignon in 1978, Duckhorn also added Sauvignon Blanc in 1982. The result? Some of the highest quality wine in the whole of North America.
Nevertheless, conquering the American marketplace was not enough for co-owners Dan and Margaret Duckhorn, and the company decided it was time for them to dominate the Chinese marketplace. Duckhorn was keen to present in China through local wine importers. However, they were unsure about the steps they needed to take to achieve this goal. We made it our mission to help Duckhorn become a larger brand in the Chinese marketplace. It doesn’t matter how fantastic the wine Duckhorn produces may be or their status in North America. Without executing the essentials for the Chinese market, their revenue would always suffer.
That’s where we came in. Our goal was to properly activate Duckhorn as a brand in China by educating and building a community in both their social and eCommerce platforms.
What We Did
- Setup Duckhorn WeChat Official Account
- WeChat Official Account social media management
- Setup the Duckhorn WeChat store
- Monthly reporting and analysis
What We did
So, how did we go about achieving those goals?
Firstly, it was important to establish that the only way to achieve true success on this project was to split our efforts into two main focal points; SEO on-site and SEO offsite. This division was created for clarity in what we were working on, with the aim of greatly improving the website’s performance within Chinese search engines while also providing existing and future customers with valuable content to engage with.
Setup Duckhorn's WeChat Official Account
The first thing we needed to do was set up the Duckhorn WeChat official account. Without an official avenue for the community to engage with the brand, Duckhorn would always struggle to increase its brand awareness and attract new potential customers. Therefore, this step needed to be priority number one.
Firstly, we executed the legal application for the official Duckhorn WeChat account. Once approved and up and running, we set about structuring the menu and submenu. Once they were set up, we developed the first articles for Duckhorn on WeChat. The focus of these articles was to introduce the brand to the Chinese marketplace, and helped potential customers understand the brand more, and build up the brand reputation.
WeChat Official Account Social Media Management
Once we had the official WeChat account up and running and the menus we correctly categorized, it was time to start thinking about setting up a social media content strategy. We mapped out topic localization and content that would suit the Duckhorn demographic in China before writing and designing the content published on their WeChat account.
On top of creating engaging content that helped increase brand awareness and reach, we also took on community management responsibilities, ensuring queries were dealt with quickly and easily to maximize the customer experience.
Finally, we ensured that all the new activity was reported by creating clear and concise data analysis sheets for the Duckhorn team to review.
Setup Duckhorn's WeChat Store
Now that everything was in place with the WeChat social media account, and we were producing high-quality content, garnering many more potential customers than ever, it was time to create the Duckhorn WeChat store.
We started by making a legal application to set up the store. Once approved, we created the user experience, using our graphic design team to layout the perfect home page, product pages, and personal space. We also created the SKU definitions and uploaded them to ensure everything was in place to attract new customers.
Monthly Reporting And Analysis
Finally, with so many new aspects in place, it was essential that Duckhorn could keep track of all of the new activities and ensure every aspect was as streamlined as possible. We implemented regular and detailed social and eCommerce reporting, including high-level data extraction and analysis. This meant that Duckhorn could continue to add to this foundation and build its brand to the same heights it experienced in North America.
Results
The potential for growth with Duckhorn is immense, and with continuous effort, they are sure to achieve it in the very near future.
In its infancy, Duckhorn is already starting to see some brand growth and improvements. In the future, with more focus and effort in the Chinese digital marketplace, Duckhorn is sure to thrive. It is still a young brand in China, but one that is sure to make a big splash if it continues on this growth trajectory.
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