Growing Omnichannel Retail Solutions During COVID-19

/ Case Study - PPC, Social

/ The Brief

Growing Omnichannel Retail Solutions During COVID-19

Coegi assisted a wine brand to grow their online business despite the effects of COVID-19 by executing an omnichannel digital campaign that also supported in-store purchases. Leveraging both strategically targeted ads and relationships with grocery delivery companies, the campaign saw impressive ROAS, purchase, and store visit numbers.

/ Highlights

5x Return on Ad Spend
4,500 Direct to Consumer Purchases
9,700 Store Visits

/ Challenge

A dynamic wine brand was focused on attracting consumers with a “healthier-for-you” lifestyle. This was accomplished through strategic messaging around value propositions such as being low carb, paleo, and vegan. In general, it was great for people who want to enjoy wine while feeling good about their choices. This differentiates our client from other wine brands. Competitors often appeal to affluence – focusing on flavors, pairings, and ratings. This often results in a challenge with the brand feeling relatable to a broad audience.

In 2020, the prevalence of COVID-19 obviously impacted the world in many ways. The retail industry was particularly impacted, with consumers needing a more convenient, flexible way to shop. Fortunately, our client did have an eCommerce solution that they could capitalize on. However, our team knew that the opportunity expanded beyond that channel. 

/ Solution

Coegi helped our client create omnichannel retail solutions using digital media that helped grow their online business, while not neglecting their largest source of purchases: in-store grocery. To support online, the team leaned heavily into Facebook. By using a creative social commerce ad along a dynamic retargeting catalog ad, we achieved exceptional ROAS while maintaining a positive user experience. Throughout 2020, these two campaigns alone drove over 4,500 purchases from their direct-to-consumer business with an average ROAS of 6.76x. 

To further build on this success in 2021, the team established relationships with Drizly and Instacart. This helped increase overall brand equity and grow awareness of our client’s availability on these platforms. We also chose these partners to grow the revenue potential on those delivery channels. For Drizly, this meant running a collaborative ad campaign on Facebook which included co-branding and passing back any incremental purchases achieved through the campaign. This campaign allowed for prospecting purchasers but also drove repeat purchasers and grew brand loyalty. 

Instacart has been a major success story for our client. They were destined to have organic success on the platform as is with the online grocery and delivery growing 53% in 2020. True Independent Holdings wanted to build on that success by investing in the platform and driving incremental sales. 

Launching in November, the team has seen an average ROAS of 5.9x with nearly $83,000 in attributable sales to date. 

Finally, Coegi worked closely with our client’s creative agency to build out a highly precise shopper marketing campaign on Facebook. This entailed having co-branded retail carousels that aligned with major DMAs on a national scale. This gave consumers a better sense of where our client’s wine could be purchased in their area. It also served as a benefit to the brand in growing their retail footprint. The click-through URL allowed consumers to see a list of the closest stores based on their zip code. In 2021, the team took this to the next level to measure the in-store footfall of those who were exposed to the campaign. This provided a directional understanding of influence from the campaign. Since January, there have been nearly 9,700 store visits that can be attributed to these campaigns.

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