Formate Sommeliers

Client: Formate Sommeliers

Services: Branding | Communication Strategy | Website Construction with SEO | Content for every stage of the Customer Journey (Social Media + Email + WhatsApp).

Context

The Escuela Argentina de Sommeliers (Argentine School of Sommeliers) brings together 24 years of research and teaching experience. It features an online education platform, "Formate Sommeliers," designed to expand its training offer in sommellerie, addressing the career's key aspects with excellent technical-academic content for professional training.

The online platform offers courses ranging from basic to advanced levels. Its key differentiator is its roster of renowned professors and high-level teaching materials, curated by major Argentine wineries with the support of prominent sommeliers from the Mendoza region.

They approached us to connect with and impact the Brazilian audience using educational content that demonstrated the brand's benefits and the value their courses add to professionals in the sector.

The Challenge

 The brand launched in Brazil in 2022 with zero return on investment. Their communication had been translated from the original Argentine content using Google Translate. It was urgent to improve this communication and target the right audience to generate sales and enter the Brazilian market more strategically.

The Solution

We developed a new verbal and visual identity for the brand, including a fresh color palette to make communication more attractive and appealing to a broader, non-specialized audience. We evaluated and researched the specific Brazilian target market to create content aligned with their pain points and needs.

Based on this, we created new SEO-optimized website content and a new editorial line for social media. We injected color (as the previous look was too dark and serious) and adjusted the wording to engage the general public better.

The project also involved rethinking the strategy and guiding the new communication approach for the sales department.

The Results

With the new communication in place, results started to flow:

• Social media engagement grew by 88%.

• The website saw a 67% increase in new users and organic searches.

• This generated, for the first time, leads (potential clients) for the Escuela Argentina de Sommeliers.

• In the first quarter alone, over 70 qualified leads were obtained.