Digital Transformation
We partnered with the D.O. CAVA to design their first ever global digital strategy.
Our mission: to raise and improve the image of Cava through compelling content focussed on educating and differentiating Cava as a quality Spanish sparkling wine.
The results: a refreshed image of the D.O. Cava inclusive of a global portal in 4 languages including Japanese boasting more than 1400 pages of in-depth SEO centric content.
Applying our 3 step methodology to the project we first started with the Evaluation phase. We reviewed sales data, analysed SEO, considered the results from focus groups and interviewed the D.O. Cava and its partners. Considering analytics from the current website were not available, we surveyed 15 industry professionals to better understand their online needs from the D.O. they included wine buyers, sommeliers & media.
The insights from the evaluation phase where crucial in designing a results based digital strategy. The first step in phase 2 of methodology – designing the strategy was to identify the target audience and create clear user journeys based on their exposure to cava and their content needs. Following this process we were able to outline an depth content strategy focussed on 3 clear content pillars, that would become the foundations for all future communications.
The transformation to digital for the D.O. has included us developing a renewed brand with a modern look and feel, tone of voice, photography, infographics, in depth content written in 4 languages that covers everything from how to serve and conserve Cava to what grapes are authorized to produce it. Given the international importance of the category it was imperative we design a brand manual to ensure consistency of how the new brand is to be represented worldwide.
We developed an in-depth content matrix for the new global portal with a focus to educate and differentiate Cava as a quality Spanish sparkling wine including its varietals, regions, method, production, industry and the role of the D.O. Cava.
In addition we would position Cava as THE preferred sparkling wine to pair with food whilst facilitating the find-ability of all wineries listed in the D.O. CAVA (300+).
Our team researched and produced all of the content to appear on the new website and social channels including technical & winemaking information, recipes, history and lifestyle content. In addition we produced infographics, photography in the vineyards at the wineries and we captured how to enjoy cava with friends through lifestyle content.
We helped the D.O. Cava to amp up their social presence by producing dynamic Reels, from pairing ideas with Cava to promotional videos to promote key campaigns around the world.
