Building a Brand Performance Strategy for Bread & Butter Wines


Coegi partnered with a high-growth wine brand to launch a full-funnel digital campaign to quantify the impact on both brand and performance goals using advanced measurement studies.



Ad Recall Lift

Purchase Intent Lift

Site Traffic Lift


Bread & Butter Wines came to Coegi in 2020 seeking a stronger marketing strategy to stand apart from the crowd of wine brands. Coegi was asked to provide a holistic, integrated marketing strategy that could reach their full-funnel goals:

  • Drive brand awareness in the US and Canada through emotional connection
  • Via increased brand awareness, drive trial and move brand into selection set within target consumers


Our targeting strategy reached consumers based on multiple data signals such as demographics, interests, and competitor affinity. This data indicated what was going to drive brand trial. Initially, we created six audience personas to focus on niche competitive opportunities and product use cases. Going into 2023, this was narrowed down to two core personas using purchase behavior data. 

We also used advanced research to understand wine buyers aged 25-54 and living in their top 8 sales states. Using an omni-channel digital strategy, our initial goal was to increase reach and frequency against key audiences. We selected channels offering efficiency and effectiveness, while also balancing lower-funnel ROAS goals. 

Key channels we are prioritizing include: 

  • Influencer and content partnerships to build trust and authenticity
  • Connected TV, display, and Facebook/Instagram to drive reach/frequency and website traffic
  • Instacart, Citrus Ads, and paid search to drive ROAS 

Additionally, we used advanced measurement through Upwave, Facebook, and Nielsen Catalina to understand the full-funnel impact on the brand – from ad recall to purchase intent. 

Throughout our multi-year partnership, we have served billions of cross-channel impressions. In the first three months, we saw a 621% increase in website visitors period over period and 27,000 site actions. 

The first Instacart campaign was especially successful in driving trial, with a nearly 3X ROAS, increasing attributable sales across all varietals. Instacart has continued to have a strong impact. The most recent campaign touts a 4X ROAS, 32% increase in YoY Instacart sales, and an average cost of conversion of $3.73. 

Our campaigns run with Nielsen Catalina were successful at driving incremental value for the brand. The display campaigns helped reclaim former customers with especially strong performance from lost/lapsed customers. The CTV campaign boosted exposure among key audiences and generated $230,101 in sales value of products transferred to their e-commerce cart after seeing an ad. 

The Bread & Butter team continues to be pleased with the Coegi partnership. 

Driving 4X ROAS for CPG Wine Client on Instacart


Bread & Butter Wines uses the online grocery delivery app, Instacart, as a central tactic in their e-commerce strategy. Because of this, our account team was eager to try a new optimized bidding tool offered by the platform. Our goals were threefold: to keep the client’s strategy in stride with a rapidly evolving platform, test AI’s ability to directly impact ROI, and reduce operational lift.



YoY Sales

Cost per Conversion


Coegi runs an evergreen campaign on Instacart for Bread & Butter, which has consistently delivered at or above a 2x ROAS benchmark. However, achieving these results required time-consuming manual optimizations based on cost-per-click metrics. While this approach was effective in driving results, we sought a more efficient and profitable bidding process.


Instacart’s new optimized bidding tool uses AI to automate bidding and maximize ad spend. Staying up-to-date with innovative platform updates is a priority for Coegi, and we knew this tool had the potential to significantly increase campaign performance and efficiency. Within a month of the Instacart release, our team implemented the new capability.

After a brief learning period, the AI algorithm began pushing ROAS into the 3x range. As the campaign progressed, this figure steadily increased to an average of over 4x, with peaks for individual products hitting up to 10x ROAS. As a result, the campaign generated a 32% YoY increase in Instacart revenue and decreased the average cost-per-conversion by 53%. 

In the age of Web3 and AI advances, a seemingly small platform update can have a significant impact on your results. Our team’s enthusiasm for testing and learning allowed this campaign to double its impact on Bread & Butter Wines’ ROI. 

4 Ways to Drive Greater Impact with Your Media Investment

Brands, now more than ever, are seeing the benefits of digital marketing: flexibility, addressability, and scalability. This is resulting in continuous growth in media investment, especially as more consumers are increasing their time spent on digital channels

However, the more amateur marketers who fail to drill into the details of digital buying, yielding ad fraud, poor brand safety, and ineffective placements are undoubtedly wasting dollars and, in some cases, causing harm to their brand. These issues range from blatant criminal activity to troublesome contextual environments to sky-high ad frequency

At Coegi, we have strict standards in place to ensure that we are treating our clients’ media investment as if it is our own. Here are the key factors to make your dollars work harder when setting up digital campaigns:

1) Reflect On The Past And Plan For The Future

It’s time for digital advertisers to take a look in the mirror. The last decade of explosive growth needs to be peeled back and examined. In its infancy, digital advertising was a marketer’s dream world. Everything was measurable and targetable – in other words, it felt easy. Marketers were able to reach anyone, anywhere. 

Then entered increased regulation and walled gardens. Regulation, although needed for consumer protection, broke the original execution method. Programmatic is no longer the wild, wild west. Many have tried to continue operating as if nothing has changed, which has left massive vulnerabilities in the industry for ad fraud to enter the picture, often undetected. With this came wasted dollars, brand safety implications, and fear for the future of digital advertising.

2) Diversify Your Marketing Dollars

Marketers need to have a high degree of inventory accountability and transparency. Direct and private marketplace placements will help, as you know exactly where your ad is being placed. However, it’s important to diversify in order to expand reach against your target audience. 

Open exchange placements can be equally effective when carefully curated whitelists and blacklists are applied. Aggregate all media metrics within one dashboard to avoid siloed analysis, and ensure brand dollars are being used efficiently across your marketing tactics. 

3) Invest In High Value, High Visibility Inventory

In today’s environment, inventory quality is the key driver of media success. If you want to be seen in a high impact medium – whether it’s a high traffic billboard, premium CTV spot, or something else – you have to invest the dollars. 

No, I’m not here to tell you to just increase your media budget and everything will be great. You can also improve performance by leaning into channels which provide rich data and reliable, compliant targeting. Retail media, for example, is an excellent source of cookieless second party data and provides directional metrics to track down-funnel results. Direct publisher buys can provide access to contextual placements and premium audiences as well. 

4) Go Back To The Basics Of Measurement

It’s not just the cookie that’s dying, it’s last click attribution, IP tracking, and more. It’s time to substitute antiquated attribution models for more tried and true incremental measurement tactics to showcase actual marketing ROI, such as media mix modeling

This will allow you to better define optimal budget allocation by stitching together sales-related data and media metrics – and also keep you focused on the data so fraudulent activity does not go unnoticed.

Paving The Way For A Stronger Future In Digital Marketing

The digital world has changed in drastic and permanent ways over the past decade. We can still benefit from the gains in automation and efficiency the industry has made.  We will not go back to writing dozens or hundreds of IOs for a single campaign and trafficking ad tags to each publisher directly.   

But, it’s due time to put more guardrails on the media buying process in terms of the publishers we leverage and the way we measure results.   

How to Drive Job Applicants for Healthcare Recruiting Campaigns

The Brief

A hospital client tasked Coegi with developing a digital healthcare recruiting campaign to drive interest and qualified website traffic for open job positions. Using a combination of social and display tactics, we were able to generate a significant increase in website visits and drive new job applications from a niche audience. 


LinkedIn “Apply Now” conversions

page views from Display

Facebook CTR


The ultimate goal was to drive maximal website traffic. But Coegi understood it was critical to ensure the visitors were qualified potential applicants. Due to restrictions on employment-based ad campaigns, the team was creative with data usage across platforms, especially Facebook. Additionally, the client was recruiting for multiple positions, each with different qualifications. This resulted in separate creatives and messaging for each job position, adding a layer of complexity to campaign execution. 



We identified three primary channels for this healthcare recruiting campaign: LinkedIn, Facebook, and programmatic display. 


Linkedin was chosen to reach the job-seeking audiences while they were searching. Plus, because they could use job title targeting to be confident the intended audience was being reached. This tactic led to the highest number of “apply now” conversions.

Results: 1,496 application form submissions


Display was chosen to drive site traffic. Data segments allowed the team to reach niche job titles relevant to the target audience. Using custom data segments allowed for granular job title targeting, while also reaching a larger number of likely users. We ran all job titles in one campaign. Each ad set was targeting a specific job field driving users to unique landing pages. 

Display Results: Nearly 10,000 recruitment page views


With Facebook, we navigated targeting limitations since employment is a special ad category. This forced a more general targeting strategy focused more on consideration, driving scale for the campaign. Like display, this was primarily used to drive site traffic and make job seekers aware of open positions. 

Facebook Results: 0.63% CTR, 5,650 interview page views, 8,783 career page views

This cross-channel strategy allowed us to target niche job titles and drive high site traffic, despite limitations. Healthcare and pharma brands often defer to brand awareness campaigns due to restrictions in targeting sensitive audiences and compliance laws. However, this campaign showed how health-focused brands can shake that mold and achieve out of the box, lower-funnel goals, such as recruitment, using strategic digital media plans.

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