Client: Corney & Barrow
Corney & Barrow: Helping one of the oldest wine merchants in the UK to reach new audiences
It’s probably not headline news that the nation loves to enjoy a good glass of wine, right?
The national lockdowns boosted our client Corney & Barrow’s DTC sales to gleaming levels as people looked to treat themselves during a difficult time.
But coming out of the pandemic they saw a drop in sales, as well as wine subscription sign ups, and were met with an increasingly competitive wine delivery market.
This is where we came in…
At the beginning of 2022 we started working with Corney & Barrow to strategically use consumer-facing social channels (Facebook and Instagram) to target three distinct consumer segments, each with different disposable income levels, and wine knowledge.
We toasted the job to do on social
Our goals included:
• To grow brand awareness amongst a deliciously large audience of ‘every day’ wine drinkers, as well as a smaller audience of fine wine fans in the UK
• To engage that community of wine lovers and keep hold of them as brand fans
• To drive traffic to the ecommerce site from wine customers
Pairing visuals and copy
When we came on board, the feed was highly product focused with lots of high-level wine terminology in the caption copy - written for those who really know their wine.
We wanted to give it a bit of a refresh, to make C&B’s delectable collection more accessible and better understood by a wider audience.
The tasting notes of our tactics
Creating audience personas helped us understand who Corney & Barrow’s current and potential audience were. Doing this ensured we could tailor our content to those who would have a keen interest what we had to say.
We educated different consumer groups at different knowledge levels on wine, using the brand’s in-house experts. Giving a more human face to the brand was essential at boosting engagement, and letting the audiences see the people behind the bottles - both those making and those tasting.
We began spotlighting unique characteristics of their products and partnering with likeminded brands for joint competitions to help broaden brand visibility and awareness on social media.
We put an added focus on reels to help widen the reach on Instagram, ensuring the video content was, and still is, consistently engaging and informative.
And to amplify those all-important brand codes, all visuals subtly included a touch of the beautiful post-box red that is synonymous with the brand.
This strategy is ageing like a fine wine
SO, IF YOU THINK YOUR SOCIALS NEED SOME ADDED FIZZ, GET IN CONTACT TO SEE HOW WE COULD HELP.