Line39 Wines - Find Your Adventure Weekend
Problem Statement: How can we introduce Line39 Wines to an audience of young, fun, and adventurous millennials?
Approach: Develop a content guide -- distributed through paid and organic channels and email lists -- highlighting a neverending list of new places to discover and explore in 5 cities across the DoStuff Network. Use website content re-targeting and lookalike audiences, as well as detailed, interest based targeting to find females 21-34 who enjoy going out to concerts and live events, a boujee brunch with bottomless mimosas, and introducing their out-of-town friends who are visiting for the weekend to all of their favorite, most Instagram-able spots in their city.
Results:
All Markets: 67.3k content pageviews (67% from Facebook)
45.7k Landing Page Views generated by Facebook PPC campaign at a $0.07 CPC campaign average.
874.5k social impressions generated at a $3.60 CPM campaign average.
Chicago: 19.9k content pageviews (70% from Facebook)
13.2k Landing Page Views generated by Facebook PPC campaign at a $0.04 CPC campaign average.
266.3k social impressions generated at a $2.25 CPM campaign average.
New York City: 16k content pageviews (61% from Facebook)
9.7k Landing Page View generated by Facebook PPC campaign at a $0.05 CPC campaign average.
171.2k social impressions generated at a $3.50 CPM campaign average.
San Francisco: 9.2k content pageviews (70% from Facebook)
6.5k Landing Page View generated by Facebook PPC campaign at a $0.08 CPC campaign average.
149.1k social impressions generated at a $4.02 CPM campaign average.
Dallas/Ft. Worth: 9k content pageviews (69% from Facebook)
6.4k Landing Page View generated by Facebook PPC campaign at a $0.08 CPC campaign average.
128.8k social impressions generated at a $4.66CPM campaign average.
San Diego: 13.2k content pageviews (66% from Facebook)
9.8k Landing Page View generated by Facebook PPC campaign at a $0.06 CPC campaign average.
158.9k social impressions generated at a $4.72 CPM campaign average.