Naked Wines is the wine subscription service that fights for local winemakers against the impersonal supermarket movement. In the modern age, Naked Wines is a person’s best chance of having fairly priced access to talented winemakers and their quality wine. Understanding the Naked Wines business model was our priority before beginning to outline our digital media plan, which, ultimately, was made trickier due to Google’s strict rules on selling alcohol online. The creative content was another factor that stacked the odds against ID. We would have preferred content more worthy of our unique and interesting client.
Campaigns don’t come more granular. Age increments, interest targets, genders, engagement levels, and any possible way to split a group of people. And then, comprised from the small islands of interested demographics, an empire of our entire target audience formed. It was perfect, individual groups of people, all unique in their interests but brought together for one shared interest: they will invest in Naked Wines. Despite the challenge of selling alcohol to people who had gone teetotal for New Year’s, we still achieved extraordinary results.