Helping Nyetimber Spark Growth Through Targeted Social Media Campaigns
The Brief
Nyetimber, a prestigious English sparkling wine producer, approached us with the goal of expanding its direct-to-consumer sales through their eCommerce website. Their aim was to increase brand visibility, particularly around sponsored events and key product launches, while also driving conversions. To achieve this, we developed a comprehensive full-funnel social media strategy that would not only raise awareness but also drive quality traffic and conversions, ensuring long-term growth for the brand.
The Challenge
To help Nyetimber reach their goals, we structured a detailed, full-funnel campaign across Meta platforms, with a focus on both awareness and conversion:
Brand Awareness Campaign
The first step was to engage a wider audience and build strong brand recognition. We ran a Brand Awareness Thruplay campaign, using branded video content designed to engage users for over 15 seconds. This content helped create a deeper connection with potential customers and introduced them to Nyetimber’s story and premium offerings.
Conversion Campaigns
After generating awareness, we targeted specific groups with conversion-focused campaigns. Using a wide range of audience types—including broad, interest-based, demographic, custom, lookalike, and Advantage+—we effectively drove cost-efficient customer acquisition year-round. These campaigns were designed to move users closer to making a purchase decision, capitalising on the interest generated at the top of the funnel.
The Outcome
Our targeted approach led to impressive growth for Nyetimber in Q4 2023:
Cost per Conversion Decreased by 43%: This resulted in a 77% increase in conversions and a 77% higher Return on Ad Spend (ROAS) compared to the previous year.
Top-of-Funnel Campaigns: The Brand Awareness Thruplay campaign saw an 181% increase in click-through rate (CTR) YoY, driving exceptional engagement with the brand.
Average Order Value (AOV) Increased by 41%: Our strategies also encouraged higher-value purchases, resulting in a significant boost to AOV.
Why It Worked
The success of our strategy can be attributed to several key factors:
By combining top-of-funnel brand awareness with middle and bottom-of-funnel conversion campaigns, we effectively nurtured prospects through every stage of the customer journey.
The use of pixel-based and first-party data for remarketing and retention helped us re-engage interested customers and increase their lifetime value.
We used a mix of broad, specific, and lookalike audiences to ensure that we reached the right people at the right time, maximising the efficiency of the ad spend.
Looking Ahead
Nyetimber’s success demonstrates the power of a well-executed, full-funnel social media strategy. By focusing on both awareness and conversions, we were able to increase engagement, drive higher-value purchases, and significantly boost customer acquisition.
