Win Over Audiences with Effective Finance Content Marketing
Learn how to define, collect and use zero-party data, first-party data, second-party data, and third-party data in your marketing strategy.
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:
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:
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, and is currently planning for 2023.