Barossa Valley Wine Company - Top Shelf South Australian Vinyard

Close collaboration between specialist marketing agencies delivers a delicious brand rejuvenation across organic and paid channels

The challenges our client faced

Barossa Valley Wine Company (BVWC) worked with strategy and design agency Lock Stock on the creation of a new brand identity and style guide to rebirth the winery’s story, positioning, values and personality. The challenge was bringing this new brand to life with loud, memorable impact across digital and social channels, and all of us at Drum Digital were delighted to partner with Lock Stock to ensure wine businesses in every corner of the online landscape want a taste of what this delicious brand has to offer.

What Drum Digital did

Competitor analysis:

To ensure BVWC achieved cut-through in a very crowded marketplace where many struggle, Drum Digital began with an extensive analysis of digital competitors so that, before we spent a single dollar of marketing budget, we fully understood what other varieties, price points and strategies we were up against.

Buyer personas:

Working closely with BVWC’s parent company, Australian Vintage, Drum Digital studied extensive audience research to profile ideal target markets and create key buyer personas that were used with great success across all marketing segmentation and messaging.

SEO strategy:

After the new BVWC brand identity was launched on a redesigned website, Drum Digital took the keys to the website backend and performed an extensive Search Engine Optimisation (SEO) audit, enabling us to identify and address every opportunity to enhance performance of the website in terms of impressions, visits, clicks and conversions.

Engaging content:

Once fully aligned with BVWC key business objectives and priorities, Drum Digital knew who we had to target and in which channels we’d find the right audiences, so we executed a content schedule that attracted and engaged perfectly aligned new business leads with a stunning social media presence and powerful market positioning.

Paid social advertising:

With a small, intelligently targeted paid social media spend, Drum Digital took BVWC awareness beyond their own following in established channels to reach a new mainstream audience that drove a huge new retail stream into Coles Liquor Group outlets.

The results Drum Digital delivered

• 58% increase in referrals from Facebook in one month.
• 100% increase in Instagram referrals in one month.
• Our six-month paid social traffic campaign reached 187,000 unique users, drove 16,000clicks and was pivotal in building a profile that led to the successful rollout across Coles Liquor.
• 77% year on year growth in website sessions.