Candela Mamajuana
Candela Mamajuana is the ultimate expression of Mamajuana, their purpose is to celebrate the spiciness of Latin culture, one toast at a time! This iconic brand celebrates the zest of Latin culture through its unique spiced rum, and Kuma Agency has amplified that message across digital landscapes.
Our comprehensive services for Candela cover a wide range of strategies: we've developed a two-pronged paid approach that focuses on enhancing e-commerce sales while also deploying geo-located ads to deplete inventory in key brick & mortar locations. This is in addition to our highly targeted email & SMS marketing campaigns and SEO & content strategies that genuinely resonate with our audience. The result? We've not only elevated Candela's digital presence but also established it as the premier commercial Mamajuana in the U.S. market. Together, we continue to redefine what's possible, one successful campaign at a time.
Services provided:
E-comm & Off-premise Strategy
Growth Modeling
Google & Meta Ads Management
Email & SMS Management
SEO & Content Strategy
RESULTS:
E-comm & Off-premise Strategy
Kuma Agency has crafted a tailored strategy for Candela Mamajuana that addresses both e-commerce and off-premise sales. For e-commerce, we honed in on customer behavior, leveraging 18 months of sales data to develop targeted growth models. This led to an increase in online sales, soaring from an average of $6,000 to $30,000 within just 9 months—a 400% uptick.
In the off-premise sector, we implemented geo-location campaigns on Google and Facebook, focusing on key markets in Florida. Our targeted efforts were aimed at popular retail outlets like Publix, ABC Fine Wine & Spirits, and Total Wine & More. As a result, Candela Mamajuana experienced a 37.7% surge in sales and a distribution velocity of 54,635 in the last 52 weeks.
Growth Modeling
Our approach to growth was multi-dimensional, emphasizing the acquisition of new customers each month and segmenting Key Performance Indicators (KPIs) by channel. This data-driven model allowed us to tailor our strategies to meet specific growth targets effectively.
Paid Ads Management
The cornerstone of our success has been a well-calibrated ad campaign strategy. Our planning and budget allocation were informed by the segmented KPIs, ensuring that each dollar spent was maximally effective. The outcome was not only a significant boost in sales but also the creation of a robust retention model, solidifying customer loyalty and setting new standards in digital marketing performance.
Email Marketing
Kuma Agency took a meticulous approach to elevate Candela Mamajuana's email and SMS marketing, with a strong focus on customer engagement and retention. We started with a 14.3% email open rate and a 14% retention rate, and our targeted strategies elevated these metrics to 25% and 28%, respectively. Additionally, we reduced the average reorder time from 55+ days to 40 days. Our campaigns didn't just meet the mark; they transformed email and SMS into potent tools for maintaining customer interest and driving repeat purchases.
SMS Marketing
To further bolster our email and SMS efforts, we executed store pre-launch list-building campaigns through ads. These campaigns were segmented by location, and once Candela products became available in those areas, we sent out targeted email and SMS notifications. This list was also used to create a lookalike audience for our geo-location ads, enhancing the effectiveness of our overall strategy.
SEO & Content Strategy
Our team also tackled critical SEO challenges on Candela Mamajuana's website. By optimizing the site and crafting a targeted keyword strategy, we were able to significantly boost the site's authority score. Our monthly blog content zeroes in on tier-1 keywords, including common misspellings, ensuring that Candela consistently ranks on the first page of Google search results.
