When the African spirit of Selati comes to life

marketing strategy / marketing campaign / creative concept / video

Selati

Alcohol free beverage

Non-alcoholic beverages are gaining popularity in cafes and restaurants. Selati, a new player in the non-alcoholic drinks market, approached us with an exciting marketing challenge: How can we make sure that Selati stands out at the Amsterdam Drinks Fair? As a new brand, it's crucial that people understand what makes you unique. What distinguishes Selati, and why should someone choose a Selati cocktail over a non-alcoholic Mojito, Gin and Tonic, or Virgin Bloody Mary?

Selati

Alcohol free beverage

Not just a campaign

the strategy

We created and implemented a multichannel strategy that involved developing various online and offline campaigns for Selati. The website was restructured to better align with the marketing objectives. Through targeted ads and direct mail, we encouraged bar and restaurant owners to order sample packs. Online videos inspired attendees and visitors of the Perfect Serve Barshow, motivating them to taste & create a Selati cocktail. To strengthen Selati’s positioning, we connected each variant to a specific emotional experience. Given the short lead time before the Perfect Serve Barshow—only four weeks—it was crucial to generate broad exposure and effectively reach the various target groups in their own environments.

the strategy

de strategie

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Positioning and a smashing event

creative concept

With the strategic vision to strengthen the Selati brand, we linked each of the three Selati flavors to a specific emotion: Happiness, Energy, and Serenity. Our goal was to stand out at the event, so we organized a Djembé band and dancer, dressed in Selati merchandise, who delivered a spectacular performance, embodying and dancing the three Selati Moods at the Perfect Serve Barshow. At the booth, we provided flyers with recipes for the perfect Selati mix, tailored to each of the three flavors. To further reinforce the positioning of these emotions, we developed several videos prior to the event that were used as advertisements. In these videos, the Djembé played a central role without revealing too much about the event itself. During the event, we recorded an impressive 15-minute dance performance by the professional Djembé band and dancers. These videos were later used by Selati for further promotion.

creatief concept

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Data, results that don't lie

the impact

The HLO team went beyond just the campaign and significantly improved the visibility of the Selati website in Google Search through a targeted, branded SEO strategy focused on B2B conversions. Previously, the Selati website was almost invisible in search results! At the Perfect Serve Barshow, we impressed hundreds of attendees with our performance. The campaign reached an impressive 42,000 online users, while Instagram engagement skyrocketed to 35,000 users in just one month—a 34-fold increase. Website traffic surged by 92%, resulting in 1,577 clicks and 11 B2B requests for Selati sample packs. By the end of April 2024, there were 33 sample requests and 68 location views.

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