Digital Advertising Case Study | Ecommerce Sales Increase 350%
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Angel Smith's digital advertising campaign on Cyber Monday 2016 achieved a 350% increase in wine sales for the Hess Collection, marking the winery's single biggest ecommerce revenue day. The campaign utilized various digital channels, including email and social media, and resulted in a 30x return on ad spend. With strategic planning and real-time optimization, the campaign accounted for nearly 25% of the annual ecommerce revenue goal in just one day.
Digital Advertising Case Study | Ecommerce Sales Increase 350%
- 1. WWW.ANGELSMITH.NET ECOMMERCE WINE SALES INCREASE BY MORE THAN 350% ON CYBER MONDAY 2016 Sausalito, CA | (415)228-0850Carin Oliver | carin@angelsmith.net
- 2. 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
- 3. 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
- 4. 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 2015VS.
- 5. 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
- 6. LESS THAN A WEEK OF PREPARATION 24 HOURS TO GET IT RIGHT INCREASED AD COSTS & COMPETITION POTENTIAL CANNIBALIZATION OF THE MONTH’S SALES CHALLENGES
- 7. 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
- 8. 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.
- 9. 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.
- 10. 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.
- 11. 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