THE CONCEPT
Wine & Jazz was conceived because wine companies, often ‘land rich and cash poor’, needed a scalable digital platform to drive revenue and new buyers at an efficient ROAS and CPA. Using data analysis and social listening tools, we discovered key demographic & psychographic alignment between wine consumers and jazz listeners.
We identified 9x GRAMMY® nominated, platinum-selling smooth jazz saxophonist Dave Koz as a talent partner for the program. A wine lover with over 400,000+ engaged social followers, 900,000+ monthly listeners on Spotify and Pandora, and a robust email database, the alignment was ideal.
We then built out a foundational content strategy for custom marketing packages that would drive wine sales via campaigns composed of a flurry of content across Instagram, Twitter, Facebook, and YouTube. By leveraging tentpole events, Dave Koz & his celebrity friends would authentically share wines they love with their fanbases.
THE CHALLENGE
Recent digital advertising challenges, including significant changes to ad targeting & user privacy, had inhibited the wine industry’s ability to generate highly effective social media campaigns.
MY CORE OBJECTIVES
THE RESULTS
We have executed highly successful Wine & Jazz activations that have built significant awareness, purchase intent, and sales for wine brands. All campaigns have run across Dave Koz’s Facebook, Instagram, Twitter, and email. Examples include Wine of the Month and 12 Wines of Christmas.
-
To generate new subscribers and increase sales over the 2020 holiday season, we developed a holiday campaign called ”Dave Koz’s 12 Wines of Christmas”. With a fun call-to-action for consumers to purchase from Dave’s hand-picked collection, the strategy centered on reaching a targeted audience at various digital touch points and included a livestream, paid and organic media, and an email marketing campaign.
The client’s Chief Wine Officer joined Dave for a live broadcast, which was well-received and resulted in numerous wine sales.
Overall, the campaign delivered a result of 14.2x return on ad spend.
-
A content pillar of the Wine & Jazz platform wherein Dave would promote a select wine to his fanbase. In 2021, for every marketing dollar invested, $8.30 was made in return. The sponsorship package included an email blast to over 90,000 fans, organic posts, paid media, & fun, authentic celebrity endorsement content.
Here's an example of the kind of content we developed with Dave playing his signature smooth jazz riffs while discussing one of his favorite wines. Another (slide)
The above campaign was slated to run for 30 days but ended in less than a week because we sold out the Wine of the Month.
MY ROLE
Led presentations to talent’s team, assisted with contract negotiations
Led business development of Wine & Jazz
Identified qualified wine company prospects using firmographic research
Spearheaded sales outreach (emails, social media outreach, leveraged personal network) and client pitches
Conceptualized sales collateral and managed graphic designer
Facilitated successful activation outcomes, esp. during livestream events
Scaled program x% (calculate revenue)
Effectively scaling this program relied heavily on leveraging a deep understanding of our target audience. To learn more about different business development strategies I deploy to drive growth for companies, click the button below to read about my experience spearheading the successful launch of a national virtual restaurant concept in 29 markets across five states.