Driving purchase intent and brand recall
This 12-week 2025 campaign leveraged Oliver Winery’s quality proposition and memorable packaging to maximize results in spite of lean spend. Buy included retail media programmatic digital (eg. Walmart Connect) and Meta brand awareness and resulted in top-tier impact.
The Refreshingly Real campaign sought to lift brand share and drive brand velocity within specific retail chains. To deepen the impact of the retail media strategy, we underpinned the effort with a social brand awareness campaign. Concentrated spend and a wide, yet consistent, range of static and video assets allowed us to maximize high-frequency impressions without exhausting our audience. Bottle, label, and taste were the focal points in each piece, imprinting for lasting recall at the retail shelf. Assets drove to product detail pages with a “find our wine” CTA.
Results
Walmart Connect: 8.8x ROAS, improved velocity by 5.7% (4-weeks, ending 4/19/25)
Kroger Performance Marketing: 15x ROAS on Lapsed HHs.
Target: 15% lift in digital channel sales, with 1 bps gain in market share.
Instacart Sponsored Product: Jumped +27 spots in Wine Category Share, with campaign ROAS 2.4x
Meta (Instagram-focused): 29% conversion rate, 24.2 pt recall lift (3x CPG benchmarks).