JUSTIN Wines: Virtual wine tastings
Conversion Campaign // Media Strategy
MY ROLE
Due to the COVID-19 outbreak, consumers were unable to visit the physical JUSTIN tasting rooms. The campaign objective was to bring the JUSTIN tasting experience to consumers virtually, with the primary goal of driving online sales of the wine tasting kits. Given the uncertainty of overall timing, all work was done entirely remote with less than a week to promote the event.
As the managing director on this campaign, I executed the brand’s first-ever Instagram Live event flawlessly. I also developed a geo-targeted Instagram media strategy that prioritized delivery based on recent sales data. The paid campaign reached both current JUSTIN club members as well as new prospects through tactics like interest-based targeting and retargeting.
The campaign resulted in a 5.8x return on ad spend and reached over 237K unique people. Due to the incredible success of the campaign, four more events were executed shortly after and most recently, several ongoing wine content series have been launched as well.
