Cliff Lede Case Study
Attracting the Next Generation Luxury Wine Consumer.
Challenge
Like many luxury wineries, Cliff Lede was facing the challenge of their core audience, Baby Boomers, ageing out and the need to future-proof their brand and business by attracting next generation luxury wine drinkers.
Assignment
Recommend and execute an advertising campaign (creative and media) to connect Cliff Lede Vineyards with the Millennial luxury wine drinking audience and drive them to buy Cliff Lede wines online (the audience’s preferred way to buy).
A Two-Fold Strategy
- Embrace the idea of a collapsed purchasing cycle: spontaneous purchasing without any prior knowledge of the brand or product. (McKinsey).
- Target personas, not demographics, to define and create relevant messaging. (The personas had been identified through earlier research.) Primary persona: Flavor Explorers.
Note: Additional campaigns were created to ensure current Boomer consumers felt valued as members, and not left behind, as the brand evolves to attract next generation consumers.
Results
Best Performing Creative
Creative
- The creative focused on attracting the Flavor Explorer. Therefore, included tasting notes and scores.
- The wine chosen was Rhythm Cabernet Sauvignon at $125 a bottle.
- Copy led with either the notion of indulgence, discovery or enjoyment.
Media Plan
- Meta and Google ads for 7 weeks. Key objective: Acquire new customers.
- Targeting was persona driven: Flavor Explorers and Adventurers.
- Sales tracked by following orders in WineDirect to confirm web channel only and not an existing customer.
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