Helping an e-commerce giant expand its B2B presence
Drizly
Drizly is the easiest way to get alcohol delivered just about anywhere in the US. They’ve got a huge online marketplace and operate in over 1,400 cities, but since their early days as a mobile app, they’ve evolved into way more than a drinks-centric Über. Between retail partners, consumers, and large corporations, they serve a wide range of clients. Yet they haven’t sacrificed any of the simplicity that so many customers love—or their clever, immediately recognizable brand voice.
The Situation
That voice is the core of their brand. It’s made them a hit with younger drinkers and earned them not just social media clout, but also a fiercely loyal customer following. Drizly wanted to bring that appeal to their growing base of retail and corporate clients, specifically through data-informed articles, blog posts, and evergreen email series. This content would provide Drizly’s clients with valuable insights and advertise their corporate services arm, Drizly for Business, all while delivering a few laughs.
Each piece of content had to strike a very specific tone—a slightly more formal version of their typical irreverence and wit. It needed to be both jocular and pertinent, attention-grabbing and educational. The type of articles and emails that can land a joke and deliver a value proposition in the same sentence.
Overview
Data Insights
Blog Posts
Email Marketing
Drizly
Approach & Strategy
First, we got to know Chris. We studied his background and social media presence. Then, we developed a brand voice guide and a communication strategy that aligned with Chris’ personality, goals, and style. Together, we established a consistent email newsletter, wine club calendar, and social media posting cadence. After collaborating with our designers on a website that matched Chris’ vision, we translated his story and ethos into web copy that would appeal to wine lovers everywhere.
We selected software solutions to help implement our editorial calendar and worked closely with Chris and his team to hone their storytelling skills. In doing so, we empowered them to keep connecting with local customers, increasing event attendance, boosting social media engagement, and expanding wine club membership and retention.
We continue to work hand-in-hand with the End of Nowhere team. We love their wines and watching them engage with their growing community of wine lovers.
What We Did
As an app- and web-based company, Drizly has a ton of data on customer behavior. We sifted through it to find the most interesting and helpful tidbits for businesses, investors, and other audiences. We used that data as a toolbox for all the content we created.
We worked hand-in-hand with Drizly’s creative team to define how their business-oriented voice would differ from their general-consumer one, while maintaining the wit that customers love. We interviewed their employees for quotes we could use as the building blocks of our blog posts. Additionally, we crafted a series of email flows aimed at both new and previous customers, ones Drizly’s team could set and forget—no future edits necessary.
For our data-informed articles, we took large batches of data and distilled it into the most relevant consumer trends—helping Drizly’s retail partners make informed stocking decisions, better serve their customers, and bring in more money. By making these articles both insightful and entertaining, we also helped Drizly provide value to their network of professional clients.
Working with Drizly’s team is always a good time. We have fun channeling their brand voice and love helping broader audiences discover their services. We’re sure our continued partnership will be just as fulfilling.