Toasting to Great Campaign Results for a Wine Brand

Our agency briefed us on a Meta campaign for a leading red wine brand stocked at Sainsburys. Coming up to the Valentines period, they wanted to raise awareness of their upcoming promotion and drive sales during this competitive period.

Data and Insights

The Solution

The campaign ran for 4 weeks, delivering 3 million impressions. Using our Nectar 1st party data, we identified that wine sales spiked significantly from early February last year so ran the campaign from January to ensure the brand was front of mind before this key period. We built custom audiences targeting:

Brand buyers to drive customer retention and brand loyalty.
A basket model audience which includes customers who specifically buy into the premium red wine category.
Competitor brand wine buyers to drive sales of the brands Cabernet Sauvignon product.

The Results

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Conversion rate

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Sales across both in store & online

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Brand ROAS

1.62% – Conversion rate
Along with a high number of retained and lapsed customers, 13.5% of the total conversions were from new customers (i.e. customers that didn’t purchase the brand in the previous 26 weeks.

£72,000 – Sales across both in store and online
These are customers who have been exposed to the advert and then either gone in store or online to purchase.

x 3.2 – Brand ROAS
Highlighting that the campaign had a positive impact on exposed customers and successfully encouraged trial amongst new customers.

Campaign Live dates: 29th January – 29th February 2024