Naked Wines is an online wine subscription platform supporting independent winemakers by offering consumers high-quality wines at competitive prices — without supermarket markups. Their growth model hinges on cost-efficient customer acquisition and precise targeting.

With the critical Christmas and New Year period looming, they came to Involve Digital with a challenge: drive new customer subscriptions under $30 CPA. If we could meet this metric, the budget was uncapped.

But it wasn’t easy. Subscription fatigue, January resolutions (teetotalism), and advertising volatility over the holiday season presented real risks. This campaign would require strategic audience segmentation, platform-specific media buying, and performance-driven optimisation from day one.

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Our strategy was built on three key pillars:

• Intent-Driven Prospecting: Targeting audiences most likely to subscribe on their first interaction
• Granular Audience Segmentation: Creating distinct micro-audiences based on demographic, psychographic and behavioural data
• Flexible Budget Allocation: Dynamically adjusting spend towards the highest-converting audiences and creative variants

Each segment was tested with personalised offers, creative hooks, and message positioning aligned with wine preferences, lifestyle behaviours, and purchase intent.

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We implemented a variety of promotional offers — including $100 and $50 discounts — backed by a wide creative mix showcasing the winemakers’ stories, exclusivity of the wines, and the purpose-driven mission of supporting local producers.

Our creative and copy emphasised:

• Quality and value vs supermarket wines
• Exclusivity and direct support for winemakers
• Discovery of new, artisan wines

We also structured campaigns to allow for rapid A/B testing across ad copy, imagery, formats and audience segments — giving us the data we needed to scale intelligently.

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To maximise return on ad spend, we broke the campaign into tightly defined segments. Rather than treating “wine drinkers” as one broad category, we identified high-performing cohorts such as:

• Women aged 40–45 in high-pressure professional roles
• Gift purchasers during the holiday period
• Lapsed wine subscription users seeking better value

This structure allowed us to optimise faster, reduce wasted spend, and build a scalable growth engine — not just a one-off campaign.

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• Achieved $14 CPA across Facebook within 48 hours
• Unlocked full campaign scaling authority from the client
• Built advanced dashboards to monitor CPA fluctuations and pivot strategy in real time
• Navigated the post-New Year drop in demand by switching back to low CPA segments overnight

One of the standout moments: after New Year’s Eve, when the CPA surged to $90 due to shifting consumer intent, we restructured the campaign within 24 hours — reactivating only the most efficient segments to restore profitability.

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• Target CPA: $30
• Initial CPA (within 48hrs): $14
• New Year CPA spike: $90
• Post-optimisation CPA: $28
• Final overall CPA: $20.67 (31% better than target)
• Sales attributed to media campaign: 4,362

From October to December, our granular campaign structure, rapid optimisation framework, and audience insights enabled Naked Wines to hit their subscription goals, even during the most volatile time of year.

The client’s final comment:

“This is the first time we’ve had full control, flexibility, and confidence in scaling a campaign — without sacrificing CPA. It’s the most profitable media performance we’ve seen all year.”

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