Mobile App Case Study

Palm App

This case study showcases the PALM Beer Finder App, a mobile application developed by Beeby Clark+Meyler that helps consumers find easy-to-love but hard-to-find PALM beer in stores, bars and restaurants.

 

 

Challenge

 

  • Latis Imports, a US importer of Belgian beers, needed to raise awareness and encourage trial of a newly introduced premium beer brand, PALM Beer, in the New York City market.
  • With a limited budget, Latis Imports needed a clever way to inform the target audience about the brand, help them find it in stores, bars and restaurants, and encourage trial.
  • The target audience was urban, tech savvy, and highly dependent on their smartphone for entertainment, happenings and information.

 

 

Solution

 

Location-based mobile app puts PALM on the map

  • Multi-faceted social, local and mobile efforts including social media content strategy, influencer outreach, local event marketing and the development of a mobile app

Social Media & Local Events

  • We introduced the brand through hyper-local events and a solid social presence on Facebook
  • Consumers gained awareness of the brand and had a place to share their discovery and stay up-to-date with local events
  • As the brand gained traction, the PALM Beer Finder app, a Foursquare presence, and a Twitter influencer outreach were all rolled-out
  • Utilizing Event Ads, Invitations, FB Custom Tabs, Twitter influencer outreach and Display Media, events in New York City were promoted across social networks
  • 100s of ad variations were developed, testing various combinations of imagery and content, to achieve optimal results
  • Beer Finder iPhone application on the Latis site, Facebook and iPhone
  • The iPhone app (featured below) recognizes a user’s location and displays stores, bars, and restaurants carrying PALM
  • The app allows users to save locations to favorites for easy viewing later

 

 

Results

 

Mobile Efforts

  • iPhone, Facebook, and website Palm Beer Finder apps increased awareness of restaurants and bars carrying Palm

Influencer Outreach

  • Beer and nightlife influencers helped promote Palm to their followers, increasing credibility with the beer community

Increase in Sales

  • 45% increase in PALM beer sales in New York City year over year

Growth in Social Presence

  • Facebook Fan base increased by over 900%

Successful Local Events

  • Focus on local events and promotion drove on location sales

Industry Recognition

  • Campaign efforts nominated for Best Integrated Campaign – OMMA

 

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