About the brand

Lucaris, the Crystal of Modern Asia is a Thai crystal stemware company.

The design of Lucaris stemware and wine accessories is a collaborative achievement between Ocean Glass, Toyo Sasaki Glass and Martin Ballendat, a multiple award-winning German designer whose works appear in portfolios of many world class brands.

Lucaris is where Eastern Expertise meets Western Technology – the glassmaking expertise of Toyo-Sasaki Glass of Japan, Ocean Glass of Thailand and the most advanced glass technology from Germany brought together, have resulted in the creation of world class quality crystal glass.

Communications Objectives

1. To establish a strong presence for Lucaris Crystal in India through an integrated marketing communications effort via digital marketing, public relations and on ground marketing
2. To establish a relationship for the brand with the Indian media and consumers
3. To engage the brand in relevant industry and consumer events in order to reach out to relevant target audiences

Services Provided

1. Public Relations
2. Social Media Marketing & Advertising
3. Website Design & Development
4. On Ground Marketing
5. Search Engine Optimisation & Search Engine Marketing

Search Engine Optimisation

The challenge

Several e-commerce websites such as Amazon, and Flipkart were already organically ranking on the Google search engine results page for wine glassware related queries. The main objective of the client was to ensure an organic ranking of maximum keywords on the Google search engine results page.

The solution

As an agency, we aimed to successfully achieve this in the highly competitive organic search channel (Google) within a 3-month period. In order to compete with this, we have executed on-page & off-page optimization on the Lucaris website in order to ensure the ranking of targeted keywords & increase website visits.

Our focus was on optimizing the below :

1. Content
2. Keywords
3. User Experience
4. User Interface

Content Enhancement – Trending Blog Topics

After extensive research on trending topics we suggested addition of the below mentioned blogs, which has helped in ranking for many wine glass related keywords.

SEO Meta Tag Optimization

Optimised meta tags on the Lucaris website with targeted keywords in order to organically rank on google

After extensive research on trending topics we suggested addition of the below mentioned blogs, which has helped in ranking for many wine glass related keywords.

UI (User Interface) & UX (User Experience)

Website Header & Footer Section Optimization

Optimized the website footer section to be more user-friendly and facilitate a better user experience by making links to important website sections accessible via the header & footer

After extensive research on trending topics we suggested addition of the below mentioned blogs, which has helped in ranking for many wine glass related keywords.

For Header Section

For Footer Section

Brand Awareness – News & Event pages

Creation of a ‘News & Events’ section on the Lucaris website where media coverage & event initiatives are constantly updated

SEO Results

1. Lucaris has seen an increase in Google organic keyword rankings
2. Brand awareness and brand visibility
3. Increase in duration of user’s visit on website & user page views per visit to website

SEO Results

1. Lucaris has seen an increase in Google organic keyword rankings
2. Brand awareness and brand visibility
3. Increase in duration of user’s visit on website & user page views per visit to website

Keyword Ranking Achieved | Google Thailand

Website Design & Development

id8 media solutions approach

1. Creation of a multilingual CMS & PMS-based website
2. For reference – Content Management Systems are designed to help users create and manage their websites. A CMS helps webmasters manage the many different resources, content types and various data that make up modern web sites.
3. Benefits to client
   1. Higher conversion rate: Well defined navigation route throughout the website leads users to desired call to action
   2. Product Management System allows the client to easily add, edit and delete products. The ‘Buy Now’ button automatically redirects users to online portals such as Central, Lazda etc where Lucaris products are available thereby easing the process of product purchase for the user / customer
   3. Navigation menu is to provides frequently searched content easily to website visitors

Scope of Work

1. Created a strong visual interface and user-friendly navigation for the brand’s web presence.
2. Conceptualize the visual look & feel of the website
3. Customize design & layout
4. Responsive website to provide optimal viewing experience across a wide range of devices
5. Navigation Structure
6. CMS (Content Management System) for adding and editing the content
7. Cross-browser testing to ensure the website works consistently on all browsers without any dependencies, or compromise in quality.

Social Media Marketing and Advertising

Roadmap & Strategy

Insight & Storyline for Lucaris’ Brand Communication on Social Media

1. The Indian audience is looking for a lifestyle experience that is inspired by living life to the fullest, pursuing passions and celebrating moments.
2. The popularity of wine consumption is on the rise with people increasingly interested in getting educated and understand the wine culture.
3. Entertaining with wine and single malt whisky is perceived as being classy and sophisticated.
4. In conclusion, our aim is to showcase passionate living and engaging people with stories synonymous to their aspirational lifestyle.
5. Social Media Campaigns Executed for Lucaris
   1. #TheLucarisLife
   2. #LucarisMoments
   3. #EveryGlassCounts

Campaign : #TheLucarisLife & #LucarisMoments

Content Execution & Visual Imagery

Influencer Collaborations

Influencer Collaborations & Coverages

Influencer Collaborations & Coverages

Influencer Collaborations

Lucaris has associated with influencers and bloggers to reach out to an ideal target audience

Influencer Collaborations & Coverages

Promoting a 6 part video series on wine presented by World’s Youngest Master of Wine Sarah Heller MW

Results | Facebook

Results | Instagram

Public Relations

Objectives

• Elevate the positioning of Lucaris – The Crystal of Modern Asia within the Indian media landscape
• To develop strong media relations for Lucaris
• To position the crystal glassware into the market as a luxurious wine-drinking experience
• To create deeper stories and features about Lucaris glasses and its attributes
• Optimise events where Lucaris can collaborate and ensure correct outreach to the target media
• To organise key events in a year and establish brand presence in the Indian market

Public Strategy/ Approach

The strategy used to garner traction within the Traditional and Digital media for the brand, was through 6 different approaches:

1. Elevate the positioning of Lucaris – The Crystal of Modern Asia within the Indian media landscape
2. Product Review Media Influencer Programme (Social Media collaborations)
3. Event Associations
4. Corporate Features
5. Brand Features

Public Relations Coverage

On Ground Marketing

1. Identification and opening communication with relevant industry and consumer events for Lucaris to associate with in order to connect with relevant target audiences at both levels
2. Negotiation of deliverables
3. On ground event set up and co-ordination with event teams

The Indian Wine Consumer’s Choice Awards 2018

1. Identification and opening communication with relevant industry and consumer events for Lucaris to associate with in order to connect with relevant target audiences at both levels
2. Negotiation of deliverables
3. On ground event set up and co-ordination with event teams

Agents of Cheer Drinks Fest, January 2018 Hosted by Sommeliers Gargi Kothari and Rojita Tiwari

Wine appreciation session by Sommelier Gargi Kothari at Agents of Cheer