This 6 month campaign was broken down into 3 phases. For launch, we created over 35 pieces of content that ran across various mediums. We then refreshed with 50 brand new assets in the fall focusing on football, a tailgate giveaway, and a new partnership with alcohol delivery service Drizly.
We also were featured in Adweek, Muse by CLIO, The Drum, Ads of the World, and Best Ads on TV.
Summer launch: May-August pre-roll.
Despite the packaging of 14 Hands (Horses), the client wanted to move away from “horses” and reach a younger millennial audience so I developed a bright colorful visual approach that matched the variety of colors on each of the 4 cans. Our social content was captured on location with our pre-roll so we had supporting content that shows the accessibility of wine in a can at the beach, on a hike, or in your backyard.
Results: ARR increased 29% between launch (May) and our refreshed content (July)
Scroll through for a small sampling of statics and videos.
During the summer launch, we offered sponsored listening through rich media banners on Pandora. Folks could listen to one free hour of music, after they interacted with our Wine Toss game.
Football is a big part of our consumers lives, especially in Texas. So we helped them turn up the tailgate and refreshed the campaign with over 50 assets social and digital assets driving to our landing page, where you could enter to win tailgate swag, get wine delivered with Drizly, or take a Wineski quiz that pairs you with your perfect fall wine in a can.
Pre-Roll
Our pre-roll consisted of 5 spots- a :30, :15 and 3 :06’s for skippable testing. We also shot over 100 assets for paid and organic social that same day.
Results: Provided 97% and 72% Video Completion Rates on CTV and YouTube.
Our fall social campaign had three separate objectives with unique assets for Awareness, Sweepstakes entries, and Drizly shop.
RESULTS: Increased our ad recall rate by 19% - the highest ARR to date for 14 Hands | CPA decreased from $15.05 to $0.77 in consideration creative
We supported our tailgate giveaway and partnership with Drizly with various placements that drove to unique landing pages. Consideration and Conversion examples below.
Results: Digital and native placements drove click through rates at 32% and 39% over expected benchmarks | Surpassed our entry rate benchmark KPI of .17%, by 3,000%
Native and display examples. Play to see experience.
ECD: Mike Hayward
Sr. Writer: Caroline Henry
Producers: Kelli Garces and Adam Oliver
Production: NXNW