Vita Vite, a wine bar and art gallery in downtown Raleigh, had quickly surfaced as a local hotspot since its grand opening in 2015. With her growing customer base, owner Lindsay Rice sought to leverage her Facebook social media presence to increase awareness, engagement and on-site traffic. Vita Vite turned to Clairemont Communications to craft a creative Facebook strategy that would transform casual observers into active, lifelong fans.
STRATEGY
Our objective was to increase Facebook followership by at least 25 percent by the end of 2017. Clairemont’s campaign portrayed Vita Vite not just as a wine bar but ultimately as a cultural lifestyle. To forge an emotional connection, Clairemont showcased the ways fans enjoyed Vita Vite. For example, since the target demographic valued fitness, friendships and their four-legged pup friends, content highlighted Vita Vite’s pooch-friendly porch, “Sip and Sweat” exercise classes and even board games for girls’ nights. The campaign solicited personal feedback (“Which Vita Vite nook is your favorite?”) and Vita Vite-themed personality quizzes (“Red, white or rose today?”). Vita Vite partnered with organizations like barre3 Fitness Studio and the Downtown Raleigh Alliance for social media takeovers to increase visibility along with advertised posts.
EXECUTION
To ensure quality from start to finish, Clairemont held weekly client calls to discuss our strategy and tactics, aligning each phase with client objectives. Checklists and thorough calendars guided the social media calendar, and Clairemont provided on-site support to capture, deliver and evaluate the content.
RESULTS
Clairemont’s initiative increased Facebook followership by 42 percent by the end of 2017 as well as increased engagement by 1.5 percent; this was a particularly notable byproduct since average Facebook engagement decreased by 20 percent in 2017 across all industries. In addition, Vita Vite reported one of its most successful sales years to date and a full schedule of sold-out events that increased traffic and revenue.
As a result, Vita Vite secured awards like “Best Place to Get a Glass of Wine” and “Best Girls’ Night Out Spot,” and owner Lindsay earned the Top 40 Under 40 and Women in Business awards from the Triangle Business Journal.
The work Clairemont Communications conducted in partnership with Vita Vite earned an Award of Excellence by the North Carolina Public Relations Society of America (NCPRSA). We are proud that this campaign represents one of the 190 awards we’ve received since starting Clairemont in 2010.
Congratulations to Vita Vite owner Lindsay Rice who is launching her second VV location this August in North Hills!
To read more about the work we do with clients, please visit the case study section of our blog.
Image courtesy of Vita Vite.
