Digital Advertising Case Study | Ecommerce Sales Increase 350%

WWW.ANGELSMITH.NET

ECOMMERCE WINE SALES INCREASE BY MORE THAN 350% ON CYBER MONDAY

2016

Sausalito, CA | (415)228-0850Carin Oliver | carin@angelsmith.net

Cross-channel digital advertising campaign that achieved a 350+% increase in ecommerce wine sales for The Hess Collection on Cyber Monday.

The Sausalito, CA-based agency used email, social media advertising, organic posts and retargeting for the effort on behalf of the historic Napa Valley winery.

OVERVIEW

www.angelsmith.net

RESULTS Single-biggest ecommerce day in the winery’s history

Generated nearly 25% of the annual ecommerce revenue goal in a single day

Return on Ad Spend (ROAS): 30X (industry benchmark is 4X)

Largest Ecommerce Revenue Month E V E R

WWW.ANGELSMITH.NETCarin Oliver | carin@angelsmith.net Sausalito, CA | (415)228-0850

RESULTS

REVENUE - Increased: 350.39%

AVERAGE ORDER VALUE - Increased: 7.65%

TRANSACTIONS - Increased: 318.37%

ECOMMERCE CONVERSION RATE - Increased: 118.96%

WWW.ANGELSMITH.NETCarin Oliver | carin@angelsmith.net Sausalito, CA | (415)228-0850

2015 VS.

Website Redevelopment

•Angelsmith previously redesigned and developed a new website for The Hess Collection, restructuring their consumers path to purchase, creating landing wine landing pages and configuring analytics tracking.

Intercept & Influence™

•Angelsmith used its proprietary consumer insights process to better understand how the winery’s consumers use different digital channels to make a wine purchase decision. That information, combined with digital advertising campaigns over the course of the year, provided a roadmap to Intercept & Influence™ the Hess wine consumer on Cyber Monday.

REVENUE PREDICTION & ADVERTISING INVESTMENT:

BACKGROUND

LESS THAN A WEEK OF PREPARATION

24 HOURS TO GET IT RIGHT

INCREASED AD COSTS & COMPETITION

POTENTIAL CANNIBALIZATION OF THE MONTH’S SALES

CHALLENGES

Digital Advertising Sales Tracking

•We configured analytics to track sales conversions on the website, so we could accurately optimize our marketing communications and digital advertising through out the Cyber Monday campaign and evaluate results in real time.

Sales Conversion Rates For Each Section of The Website:

•Knowing the conversion rates for each section of the website and the average click through rates (CTRs) for each advertising channel, gave us the information we needed to make an accurate advertising investment recommendation.

Pricing

•The Hess Collection’s DTC team created a rock solid wine pricing and shipping strategy.

STRATEGY

EXECUTION

Digital Advertising Goal Definition

•The potential impact of Cyber Monday ecommerce sales necessitated an appropriate advertising investment. Essentially we rethought their annual advertising budget in terms of sales ‘events’ versus a time-dictated spend.

Target Market

•Consumers with an existing relationship with The Hess Collection.

EXECUTION Teaser Campaign

•One initial concern was that our teaser campaigns would cannibalize sales leading into Cyber Monday. To counteract this, we strategically rolled out the communications to both limit the downside. It resulted in the best sales month in the winery’s history. EVER.

Instituted (Near) Cradle To Grave Digital Advertising Attribution Tracking

•This allowed us to see what was delivering sales in real time and make micro-optimizations that helped generate record-breaking ecommerce wine sales.

•As sales trended upward late in the evening, we shut down performing ads and redirected budget to higher performing ads based on the sales conversions.

EXECUTION

Integrated digital channel feedback loop.

•Each communication touchpoint supported and reinforced the other.

•While Facebook assisted in 27% of Cyber Monday revenue, the overall digital advertising effort was greater than the sum of its parts.

MORE, ETC…

Full article with campaign analysis can be found here:

Digital Marketing Case Study | Wine Ecommerce Wine Sales Increase 350%

If you are interested in optimizing your ecommerce sales, let’s chat.

Carin Oliver, Chief Executive Officer email: carin@angelsmith.net

(415)228-0850 ext. 796

Carin Oliver | carin@angelsmith.net WWW.ANGELSMITH.NET Sausalito, CA | (415)228-0850