A McWilliam’s Wines Case Study
Creativity starts with data.
Don’t believe us? We’re not surprised. Creativity is often defined as that spark of inspiration that strikes out of nowhere – in the shower, on the commute, in the single moment when you don’t have access to a pen and paper. But all of those ideas come from somewhere, and at Digivizer we believe that data plays a hearty role.
In 2017, we partnered with McWilliam’s Wines to produce a marketing campaign from end-to-end: from conception and creation, to implementation and measurement for their Fruitwood wine and Hanwood wine ranges. They had a campaign goal – awareness – and a broad demographic. They asked us to look at where, to whom and how best to launch the campaign.
(Remember our checklist about how to build a successful customer journey? Always start with your goal and your audience, before moving to…)
Content: its location and style
We analysed the audience who would like these wines. We wanted to discover where they were and what content they liked to engage with.
Facebook still boasts 2.2 billion users, making it the social platform of choice for all things digital marketing. But if you want to reach a younger demographic – anywhere from 12 to 25 – you need to consider reaching out on platforms like Instagram, YouTube and Snapchat.
It is important to avoid the two main reasons people unfollow (or block, or report) business social media accounts:
- The business posts are irrelevant.
- The business posts are upsetting.
According to an Accenture loyalty report, 77% of consumers admitted they now retract their loyalty to a brand or business quicker than they did three years ago. Everyone is looking for positive and engaging digital experiences these days; more specifically, digital audiences increasingly value calming, secure, and inclusive experiences (Gartner).
Knowing this, we looked into our target demographics and narrowed down the core channels for our content. For cost effectiveness, we landed on Facebook for both wine ranges, as well as Instagram for the younger-targeted Fruitwood campaign.
Then we looked at the style and type of content each demographic was most likely to engage with – and remember.
For the younger demographic, we found that bright, short videos were preferred, a great match for Fruitwood’s fresh & vibrant aesthetic. So for them, we created this series of cocktail recipes:
On the other hand, for the older demographic, we found that they responded better to tasteful still photography. This is something easily delivered with Hanwood, an award-winning and affordable wine with stylish new labelling:
The proof is in the cocktail
Our goal was to increase the awareness of Fruitwood & Hanwood wines within our defined markets. In order to achieve that, we implemented paid media strategies on Facebook & Instagram to achieve maximum cost-efficiency for audience size.
We knew our audiences tended to use social media at different times of the day. They also had different reactions to advertising. The main metric we had our eye on was Reach and unique views; we also had a target Frequency of between 2 and 3, as Facebook’s own optimisation studies suggest that a Frequency of at least 1.5 times in 7 days positively affects purchase intent.
The paid media ads – supported by organic social posts, blogs & user-generated content – ran from late November to mid-December. With unique views of over 230,000 and a Frequency right on target at 2.51, the campaign achieved an Ad Recall of 8.4% and translated into great sales. Not bad for a tight budget on a new range of wines.
The McWilliam’s Wines social pages on Facebook and Instagram provided a useful base for organic reach, but the boost given by paid advertising – on the right kind of content to the right audience on the right platform – was undeniably effective. This is how you achieve good bang for your buck. If you design specifically to an audience and outcome, you can deliver results.
Read more: 6 tips for creating B2B content marketing
It all starts with data
You’ll find it all over our blog and social posts: “it all starts with data”, “everything starts with data”. That’s because we’ve seen what we can do when we pull great insights from the data we have, determine a strong target audience, and apply those insights to what our clients want and need to create the best ROI on their investment.
To get more insights on what’s working for your audience and to get more out of your digital marketing investment, create your free trial account today.
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Do more of what works, and less of what doesn’t. It’s that simple.