The holidays can be a hectic time, which is why this leading wine & spirits retailer wanted to raise awareness around their pick-up and delivery options during the busy festive season. They turned to Performance TV to reach the right audience, spread their message, and drive shoppers through the marketing funnel.
“We needed a new way to drive more traffic to our site, and Performance TV helped us do exactly that. We were able to connect with an audience that was very valuable to us, during a particularly crazy time of year, and deliver a message that resonated with shoppers.”
Chief Marketing Officer, ABC Fine Wine & Spirits
Site Visit Rate
ABC Fine Wine & Spirits were looking to drive a steady flow of new customers to their business during the holiday season, and knew their convenient pick-up and delivery options would be a great selling point for busy holiday shoppers. They knew the key to driving more conversions centered on accurately reaching new users. This could be done by targeting the right audience, then measuring the anticipated increase in conversions and revenue—making Performance TV the perfect fit.
ABC Fine Wine & Spirits leveraged Performance TV to drive new user acquisition using compelling creative streamed exclusively across top-tier networks, including HGTV and Comedy Central. This Living Room Quality experience gave their brand lift by delivering ads on premium networks via television screens only, mirroring the experience of linear TV advertising.
They started by tapping into Performance TV’s full integration with the Oracle Data Cloud to identify and target ideal shopper segments. By precision targeting users, they were able to get their message in front of valuable prospects who would be likely to visit their site or stores and make a purchase. After the campaign launched, Performance TV automatically optimized the campaign thousands of times a day, automating the media buying process and driving performance towards the campaign’s goals.
Once their Performance TV prospecting campaign was driving new users to their site, they launched a retargeting campaign to leverage the inflow of traffic and convince shoppers to come back and convert. This created a full-funnel campaign experience, bringing new users into ABC Fine Wine & Spirits’ marketing funnel, and seeing them through to conversion.
The Performance TV campaign was a total success for ABC Fine Wine & Spirits, driving new users to not only visit their site, but to convert as well. Coupled with their retargeting ads, this well-rounded DTC marketing push resulted in a healthy ROAS and increase in topline revenue, speaking to the importance of creating an immersive cross-channel campaign strategy
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