Imagine a vodka brand that not only perfected luxury but also revolutionised marketing with zero-click strategies combing social media trends, leading to global fame through social media.
This is the extraordinary journey of AU vodka, where innovation meets great success.
The Salience Online Alcohol report found that Au Vodka has had a +174% increase in its traffic score since 2022 equaling 135,000 searches per month, placing it second in Brand Searches. Data from Ahrefs shows that the keyword ‘Au Vodka’ has a 78K search volume, and the ‘Au Vodka flavours’ search volume is 3.1 K.
What is Au Vodka doing?
Au Vodka relies heavily on influencer marketing to boost brand awareness. They know their target audience and what draws them to buy. Au Vodka’s zero-click content strategy aims to provide value upfront and engage users with each post. It enables better reach and a win-win situation for both brand and users.
With multiple product options, customers can choose to purchase bundles or testers, which can make the product seem affordable. Being classed as premium and luxurious, it allows customers to experience this at an accessible price point.
Au Vodka thrived within the ‘pandemic era’ and continues to go strength to strength with its social media marketing tactics from endorsements by some of the world’s biggest celebrities.
Au Vodka stands out to many audiences because of this; users who follow the endorsed celebrities may only purchase because of the influential power they can hold.
Let’s take a look into influencer content for the brand Au Vodka:
Au Vodka mostly posts well-known, popular celebrities, such as Floyd Mayweather, to promote the brand, such as Ronaldinho, within the caption promoting ‘Gold Gang’, the name of their loyalty program, to PR stunts with Jake Paul.
Floyd ‘Money’ Mayweather in the gold gang🏆 @FloydMayweather https://t.co/pBlLOy9rNY pic.twitter.com/JDpMZWj4Nt
— Au Vodka (@AuVodka) January 21, 2021
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The history of former footballer Eden Hazard reunites with the founder of Au Vodka, who he famously kicked when founder Charlie Morgan was a ball boy for Chelsea. The carousel of images advertises both the brand itself in various ways and the drink or by driving an Au Vodka gold golf buggy.
On Au Vodka’s social media account, you see more of the collaboration between the two, with Au Vodka posting a reel teaser of a full interview of the story of what happened during the Swansea VS. Chelsea match. Which got a few people talking.
In August 2023, AU Vodka partnered with an e-commerce fulfilment company, Huboo, to help focus on the direct-to-consumer market. This was something Au Vodka did not incorporate into its marketing, but now, products are being sold and delivered directly thanks to the partnership.
Au Vodka also became an official vodka and lounge partner of Swansea City in 2023 for the 23/24 season, a club local to the founders and where the Eden Hazard ball boy incident happened.
Au Vodka integrates influencer marketing into its zero-click strategy to boost engagement by minimising the number of clicks required for followers to discover new partnerships and products directly. This streamlined approach enhances accessibility, encourages immediate interaction, and allows the brand to quickly reach its target audience. By taking advantage of influential endorsements, this method not only drives sales but also significantly enhances brand visibility and awareness.
How Au Vodka keeps customers coming back
Introducing a loyalty programme, ‘Gold Gang,’ has worked wonders for Au Vodka with ways to give back to their community, allowing those signed up to be placed within a four-tiered system, with rewards ranging from early access for new launches, invite-only events, and flavour tasting, users get a golden experience with this premium product.
Au Vodka’s loyalty program, ‘Gold Gang,’ is designed to transform new customers into repeat buyers and enhance customer lifetime value. By participating in ‘Gold Gang,’ returning customers are motivated by incentives from exclusive discounts to early access to encourage loyalty, ensuring they continue to make repeat purchases and strengthen their commitment to the brand.
This has had a major influence on Au Vodka’s current position, driving it further ahead in growth and publicity. It allows customers to perhaps purchase with the intention of reaching a certain tier within ‘Gold Gang’, an end-of-the-customer journey way of driving conversions.
Money Moves Money
Au Vodka has been recognised by various news outlets as one of the fastest-growing brands in the UK; from popularity to sales just from their zero-click strategy, the strong online brand presence shows it has had a major influence on its drive for success with a “net growth of more than 10,000%”.
In an incognito Google search for ‘au vodka fastest growing company,’ you will see various articles that showcase Au Vodka’s success, the most recent being shown below, which includes featured snippets and ‘People also ask’ that feature Au Vodka.
The zero-click marketing campaigns have generated numerous queries from potential buyers, sparking curiosity about Au Vodka. This approach not only boosts interest but also increases brand awareness as more people engage and ask questions about the product, which other alcohol brands may not achieve.
What can you learn from Au Vodka’s marketing strategy?
The power of zero-click marketing has intrigued and motivated people to uncover what Au Vodka has to offer, which drives interest and sales. Au Vodka has effectively captured its target audience by combining a premium look with accessible pricing. By using influencers to promote their products, Au Vodka attracts customers through aspirational marketing. Their ‘Gold Gang’ loyalty program further engages consumers by offering exclusive rewards like discounts, giveaways, and special ‘Gold Gang holidays.’ This strategy not only retains existing customers but also broadens its reach, promoting brand growth among a diverse audience.