The Hess Collection engaged Angelsmith to create a digital advertising campaign for the Napa Valley winery to increase its ecommerce wine sales over the Cyber Monday holiday.
Angelsmith created and executed a cross-channel campaign using email, social media advertising, organic social posts, and retargeting that generated a 30X return on the winery’s ad spend(ROAS).
Digital Advertising Results
- Biggest ecommerce wine sales day in the winery’s history
- Contributed to the winery’s largest ecommerce revenue month ever
- Nearly 25% of the annual ecommerce revenue goal was earned in a single day
- Return on Ad Spend (ROAS):
- Every $1 spent on advertising and agency fees, returned $30 in ecommerce wine sales.
- Ecommerce Wine Sales Results Compared to Cyber Monday 2015:
- Revenue: Increased: 350.39%
- Average Order Value: Increased: 7.65%
- Transactions: Increased: 318.37%
- Ecommerce Conversion Rate: Increased: 118.96%
- Program Strategy and Execution Overview
- The Hess Collection direct to consumer (DTC) marketing team created a rock-solid product pricing and shipping strategy. Without this, the campaign would not have generated such tremendous sales.
- Revenue Prediction & Advertising Investment Model
- Based on this modeling, Angelsmith made an accurate digital advertising investment recommendation that was significantly less than the winery anticipated it would need to spend.
- Instituted (Near) Cradle To Grave Digital Advertising Attribution Tracking
- This allowed Angelsmith to modify the advertising based on real-time wine sales
- Created an Integrated Digital Channel Feedback Loop
- Developed programming on the various channels that were rolled out to support each other
- We narrowly defined those consumers most likely to purchase Hess wine based on our c360 Consumer Insights™ research and the previous digital advertising tests with the historic winery.
- In addition to digital advertising, Angelsmith also redesigned and developed The Hess Collection’s website and manages the winery’s social media advertising and marketing.
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