Our collaboration with Alaïa Bay began in June 2023 with the takeover of all digital communications for this renowned artificial wave pool located in Sion, including the coveted hashtag #SurfTheAlps.

Our mission today involves managing all social media platforms where Alaïa Bay is present: Instagram, Facebook, YouTube, LinkedIn, and soon TikTok and Pinterest, as well as implementing all digital advertising campaigns with a very concrete goal of converting additional surf session bookings.

In discussions with Alaïa’s marketing teams and our strategists, it quickly became apparent that we needed to address different customer profiles with a unified communication line, however requiring different messages, tones, languages, and media—both for organic content and advertisements. We defined multiple profiles, drawing on the group’s existing data and our expertise in consumer trends on social platforms.

By July 2023, the “Family” persona emerged on social media, closely followed by “Business,” “Explorer,” and “Executive” personas. Each persona was thoroughly analyzed, from the essence of our characters to the Alaïa experience we want to offer them, whether for a day or a weekend. Our content creators then endeavored to cover all these experiences with various formats of content including photos, videos, and a media mix, aiming to subtly link organic content with related advertising campaigns.

Simultaneously, our Performance Team studied different aspects of the advertising campaign to determine the most suitable target audiences, customer typologies, languages, placements, and wordings. After a series of AB tests, our campaigns were launched in July 2023 and have been continuously enriched and optimized throughout our first year of collaboration.

The results were quickly evident: the correlation between organic and paid content is undeniable. The Instagram account gained an additional 10,000 followers, engagement increased by 50%, and we achieved exceptional advertising performance by quadrupling the ROAS (across all digital channels) within one year.

Furthermore, we are constantly developing new persona profiles and applying complementary communication concepts, especially with the recent inclusion of other entities from the Alaïa Group.