A bespoke wine subscription etailer needed a more targeted way to connect with high-potential customers.
sg360° developed a data-driven campaign using personas and coordinated media.
The campaign boosted response rates and drove a 425% increase in conversions.
The etailer was struggling to find their ideal customer base using a traditional “spray and pray” marketing approach.
Their broad, unfocused strategy made it difficult to connect with the right consumers, limiting their ability to grow their customer base efficiently.
sg360°’s data-centric solution drove a customer acquisition campaign utilizing:
• Persona development
• Look-alike modeling
• Prospect scoring and list creation
• Creative + messaging + offer development
• Direct self-mailer, coordinated with email + social + digital display
• Post-campaign analytics
Our strategy began by gathering customer data from anonymous website visitors, initial subscribers (intenders), and wine club converters (purchasers). These data sources delivered key insights and enabled the development of a customer lookalike model enriched with demographics, behavior patterns, preferences, and lifestyle attributes tailored to wine drinkers.
Creative was developed to lean into the rich tapestry of insights gained from our segmentation approach, transforming the client’s messaging from “transactional” to “experiential.” Each persona group received personalized creative content tailored to their shopping habits and preferences.
PERSONAS
sg360° Persona Development combines predictive + descriptive modeling to create highly detailed, unique consumer personas that are specific to a brand’s customers.
By aligning with each persona’s unique values and preferences, the campaign boosted response rates and achieved exceptional performance across several key metrics.
in order conversions
on email engagement
post engagements
from digital display ads
Our approach is now established as the brand’s leading marketing strategy. They continue to develop new campaigns using the custom personas we helped them discover.
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