A digital marketing case study that illustrates the planning, strategy and execution to achieve a groundbreaking sales increase of more than 350% for a Napa Valley winery. The Digital Marketing case study analyzes a Cyber Monday campaign and the impact on ecommerce sales.

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