CMO: Lyre's invests in multi-pronged digital strategy

Bench campaigns help build awareness and drive sales through the funnel

Lyre’s Spirits invests in multi-pronged digital marketing play to build awareness and drive sales through the funnel

Read the full article published in CMO Australia in January 2022

More than 1.6 million unique impressions, a 30 per cent uplift in sales and a wider understanding of audiences open to non-alcoholic beverages are just a few wins for Lyre’s Spirit Company following a Covid-fuelled digital advertising play.

Lyre’s global SVP for ecommerce, Ashleigh Murray, told CMO a lot of the Australian-based business since its inception has stemmed from hospitality. However, with hospitality venues shutdown overnight as a result of the pandemic, a pivot to digital-focused engagement and commerce was vital.

Having always been an ecommerce, digital-first business, mechanisms were there to shift focus to the online realm, she said. Yet strategy from a digital perspective became very performance focused over that period to get the business through.

“We realised we do still need to fill more the top of the funnel and build brand awareness, especially during key period of sales for us, which includes Dry July, Ocsober and the Christmas period. That’s a key period to recruit new customers,” Murray said.

Armed with this ambition, Lyre’s worked with Bench to maximise brand awareness through a digital marketing play, focusing on impressions, reach and clickthroughs to drive people to its ecommerce site. As it drove more traffic, the teams also employed remarketing strategies to support conversion.

“There were two objectives depending on which part of the funnel,” Murray said. “Our ambition with Bench was across the funnel, engaging in peak periods. Then we engaged programmatic display and native, plus we experimented with social elements as well as the remarketing to our audiences, creating lookalikes plus targeting new audiences.”

The work with Bench kicked off in July 2020 and extended through to January. Five personas were identified by Lyre’s Spirits as most interested in non-alcoholic spirits: Health, fitness and wellbeing enthusiasts; parents; foodies; homeowners interested in decor and improvement; and entertainment lovers.

Read the full article on CMO Australia

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

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Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

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Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.