Edenvale Wines

Strategy

Having successfully refreshed its brand and updated its packaging in 2017, in the second half of 2018 Edenvale shifted its marketing efforts from brand awareness to engagement.

The brief was to build on the success of the previous year’s brand awareness campaign, and drive consumer engagement with the Edenvale product. Icon Visual Marketing was challenged to increase Edenvale’s ROI versus 2017.

Solution

Icon developed a Spring-Summer campaign based around the creative concept of ‘Good nights mean great mornings with Edenvale’. The campaign engaged consumers by underscoring the message that, as Australia’s leading alcohol removed wine with 0.0 standard drinks per glass, Edenvale lets you celebrate every night and wake up feeling great the next morning.

This messaging was delivered to the market via PR, search and display advertising, Google shopping ads, video advertising, organic and paid social media, Facebook competitions, and influencer marketing.

Results

The campaign ran from September to December 2018 and overall delivered a 30% increase in engagement, achieved primarily through budget retargeting, more dynamic creative (video, animation and photography), and three specifically targeted stories for three key target markets.

The results

• Social advertising results doubled in brand awareness, engagement and leads versus the 2017 campaign.
• Users were more engaged, spending 100% more time on site versus 2017.
• Increased ROI, with a significantly lower cost per conversion rate.
• Increased click-through rate across all advertising mediums.