Work

The Hess Collection | Digital Advertising Increases Ecommerce Wine Sales 350+%

Overview

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
    • Pricing
      • 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
    • Targeting
      • 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.

Click on the highlighted text for the complete digital advertising case study.