Innovative online wine firm Wanderlust Wine has launched a campaign to acquire customers for its monthly wine delivery club.
Wanderlust Wine – a challenger to the likes of Naked Wines – searches out wines from independent producers around the world and sells them to consumers either directly online, via its wine club subscription, or to Londoners via a 1-hour direct-to-door delivery service. Wanderlust’s wines are not available elsewhere and are all sourced directly from the vineyard.
Wanderlust’s online campaign, working with drinks specialist marketing agency YesMore, will focus on recruitment via Facebook and a series of intelligently-targeted and tested ads specifically urging people to sign up to its quarterly wine subscription service. The strategy is built around niche audience segments being targeted with highly relevant and relatable content that resonates with each person and drives a specific action: wine club sign ups.
Richard Ellison, founder at Wanderlust Wine, said: “We’re a company that has been set up entirely on a scalable online business model, our customer journey is digital, even through the innovative services we offer – although a lot of people till call the office for recommendations! We have all systems and processes in place so now it’s about reaching new customers – including those of our competitors. YesMore’s Facebook Ads strategy is highly targeted with niche audience segmentation and the flexibility for constant optimisation – a model that resonated completely with the way we work.”
Dan Hooper, director of client services at YesMore, added: “We’re an ambitious challenger ourselves, so working with a brand like Wanderlust Wine means coming up with campaigns that are accountable and value-driven. It’s all about getting a clear return on every penny spent and in fact we’re so confident in our strategy that if it doesn’t work we won’t get paid. Facebook advertising allows Wanderlust to understand precisely what resonates with its target market to outsmart and outgrow its competitors.”
Source: Wanderlust Wine