NCC Case Study
The Power of Conviction
Challenge
Convincing Wineries Sustainability Shouldn’t End With Their Product
For wineries, their choice of closure usually comes down to price. However, in an age where sustainable products and packaging is a must for consumers, they are cutting off their noses to spite their face. 77% of consumers think sustainable packaging is “extremely important” or “very important”. How do we convince them natural cork is the only closure they should consider?
Assignment
Be Bold.
- Strategy, design and execution of an advertising campaign that drives home the importance of choosing cork, particularly from an environmental stand point.
- Recommend and execute a media plan to reach winery decision makers.
- Monitor results and adjust campaign as appropriate.
Launch Creative
Have the Courage To Be Blunt.
We launched the campaign with very direct executions addressing how cork supports the planet and adds value to wineries sustainability promise.
Media Plan
The media plan included both print (Wine Business Monthly) and WIN Newsletters, and online ads (Meta and LinkedIn). Social media posting was added after first three months.
Results
Paid Social Ads
Meta
CPC $0.23 vs benchmark goal of $0.43
CTR 3.04% vs benchmark goal of 2.24%
LinkedIn
CPC $1.07 vs benchmark goal of $2-3
CTR 1.64% vs benchmark goal of 1.5%
Organic Social Posts
Meta Engagement rate of 12.21% vs benchmark goal of 6.53%
LinkedIn Engagement rate of 10.36% vs benchmark goal of 4.85%
Natural Cork Council Mandate
The NCC is a nonprofit organization dedicated to educating the wine industry and the public about the importance and benefits of choosing natural cork closures.
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Awards
2024 Marcom Awards
Platinum Award