As a smaller privately-owned, independent liquor retailer in WA, going head to head with the larger nationals in a very competitive market required a marked change to the traditional advertising campaigns on radio and in local newspapers which Devine Cellars had previously focused on, however were no longer providing significant returns.
Our primary goal for Devine Cellars was to generate more online sales from within Perth via their e-commerce website along with increasing their walk-in client base in Inglewood & Noranda. Not having utilised facebook or google ads previously, we suggested Devine Cellars run our campaigns with a reduced budget initially, allowing us to illustrate a good return on investment whilst reducing the risk.
To attract new clients and drive revenue, our creative team developed comprehensive google and facebook ad campaigns which focused on higher margin products, in addition to targeted campaigns around their 2 local stores to directly motivate walk-in traffic.
Through regular meetings, we forged close working relationships with Dom, Andy & the team at Devine Cellars, and by fully appreciating the authenticity of their brand – being much more than just “a cellar in the suburbs”, we launched the “deliciously personal, delightfully real” facebook campaign. With a focus on personalised benefits including good-old-fashioned service, wider range of products, and convenient delivery options, the ads successfully resonated with their local target market, cultivating a very strong brand presence.
To further capture attention and drive brand awareness, we produced a stylish video which showcased Devine Cellar’s world-class product range. Using professional footage videographed in both stores, it was beautifully edited by our Creative Director into an engaging 2 minute facebook video and then optimised through different placements and formats to connect to a wider audience.
After 5 years working with Dimension Digital, Devine Cellars are now advertising to a national audience, growing sales by over a whopping 1200% online plus boosting walk-in traffic. By encouraging people to experience the deVine difference for themselves, our integrated google and facebook ad campaigns have helped level the playing field with larger, national liquor chains, driving a significant increase in awareness of their brand locally & Australia wide whilst positively contributing to facebook likes, shares & engaging comments.
“Since we started with Google Adwords, online sales increased by about 200% in the first 12 months and the facebook followers increased by about 35% following the campaign”
Real people are the key to authentic relationships and the launch of our “Deliciously Personal, Delightfully Real People” Facebook campaign successfully showcased Devine Cellars award winning team, fostering increased brand connections.’
“The team at Dimension Digital worked together so well in coming up with a branding campaign that brought together all that DeVine Cellars is about – and the new customers we have seen via walk-ins and online is attributable to the effectiveness of the campaign.”
Dom Romeo, Devine Cellars
