BRANDVERGE HELPS DTC COMPANY, SPLASH WINES, ACQUIRE NEW CUSTOMERS AMONG A NEW TARGET AUDIENCE
Challenge
Splash is an online wine marketplace that specializes in affordable, curated cases delivered right to your door. Wanting to capitalize on the influx of online sales during COVID, Splash Wines tasked us with helping them reach a new audience – female millennials, and drive them to purchase cases from the Splash Wines e-commerce site. We collaborated with our branding partners at The Brand Terminal to create fresh creative and content in strategic channels where the millennial audience would be most receptive.
Solution
To successfully target Millennials, we refreshed the brand identity, with updated social imagery and messaging, then created an omnichannel strategy across social, display, podcast, and influencer marketing to reach the desired female millennial audience. Our goal for this campaign was to distribute highly efficient ads across social and programmatic channels with precision
targeting to reach new customers at a low cost. In tandem, we launched audio ads on popular millennial podcasts with coupon codes to track traffic and purchase. To round out the program,
and align with a trusted source for product referrals, we launched an influencer marketing blitz.
This enabled us to boost the brand story, as well as share the fabulous unboxing experience, which ultimately helped to drive purchase on Splash Wines e-commerce site.
Result
The result was an extremely successful media sprint, reaching 5 million new users and driving 24,000 customers to browse and learn more on the Splash Wines website through our social and programmatic ads. This media outperformed industry benchmarks by 61%. For podcast we developed a strategic and fun script to get into the market incredibly quickly, across millennial favorites; Dear Chelsea, Family Secrets, Hills cast, The Nikki Glaser podcast, and Whine Down with Jana Kramer. In just two weeks we delivered 300,900 impressions with a strategic emphasis on pre-roll and mid-roll spots to capture the audience at their most engaged. Our influencer marketing blitz helped us to generate 16,000 likes and reach 20,000+ millennial women. The engagement rate for the influencer content was 7.77%, which is 233% above the industry benchmark. In summary, our sprint yielded above benchmark results across each channel for our clients.
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Jessica Lange
Senior Marketing Manager at Skip Hop
Fully invested in our success of a brand
The BrandVerge team seamlessly stepped in to manage our organic social program during the maternity leave of our internal manager. The team went above and beyond by not only managing the day to day but truly being strategic thought leaders and driving the channel to incredible growth. The BrandVerge team implemented a new content strategy and even stepped in to create content when needed. This team is fully invested in the success of our brand and the results speak for themselves.
Ryan Montañez
Marketing Director at Skip Hop:
Loved working with Brandverge
What I really loved about working with BrandVerge was how they were so responsive to our feedback and so transparent during the process. They made it easy to work with several influencers at a time and future campaigns. Really great to find a team that creates successful campaigns while being great to work with.
Hollie Alexander
Managing Director at Lucky Generals
Extremely Knowledgable
BrandVerge were an integral agency partner on a recent client. Their ability to help our client understand the media landscape and the right approach for their DTC brand was invaluable. Whether needed simply as consultants very upstream or media planning further down the line, the team at BrandVerge are extremely knowledgeable, collaborative and trusted partners of ours. We look forward to working with them on the next project.
Jim Miller
CMO at Dalstrong
Pleased to be working with Brandverge
I had the pleasure of working with Mollie and Lynn on media planning and buying for our marketing campaigns at Dalstrong. Throughout our partnership, I was consistently impressed with their media expertise, strategic thinking, and strong work ethic.
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