Australian wine producer Jacob’s Creek ran Instagram video ads in a campaign to increase brand consideration and preference in Canada, and saw a 17-point lift in standard ad recall.
Jacob’s Creek is rooted in 170 years of winemaking tradition, which started when Bavarian immigrant Johann Gramp planted a vineyard on the banks of Jacob’s Creek in South Australia in 1847. What began as a 30-hectare vineyard has today become one of Australia’s most famous wineries.
lift in standard ad recall
lift in message association
lift in preference
Jacob’s Creek wanted to reach women wine lovers in a summertime campaign to increase brand consideration in Canada.
Prior to building its summertime Instagram ad campaigns, Jacob’s Creek and its agency partner Havas Media brainstormed on a strategy to attract wine drinkers and boost brand preference.
Based on its Facebook and Instagram expertise, Havas Media stressed the importance of choosing video as the primary ad format and building ad creative specifically for viewing on mobile devices. It also provided guidance on mobile-first best practices, such as ensuring that the videos were under 15 seconds, had strong upfront branding and used text overlays to ensure that the messaging was understandable with sound off.
The team designed colorful, playful ads that showcased innovative new ways to enjoy Jacob’s Creek’s products. For example, to capitalize on the summer theme, the “how to” ads featured step-by-step recipes for stirring up refreshing new wine cocktails at home, and included seasonally relevant messaging. Each ad included a “Shop Now” button that linked to local liquor stores’ product pages for the brand.
Jacob’s Creek showed the ads to a broad audience of English-speaking Canadian women aged 19 and over in various Canadian provinces. The brand also layered on interest targeting for cocktails, wine, drinking, food and nightlife.
The team delivered the ads in Instagram feed and in the full-screen, vertical Stories placement, and used campaign budget optimization to automatically distribute the budget across the best-performing ad sets in real time. To stay top of mind and maintain message association, the team followed frequency best practices by delivering the ads one to two times per week for the duration of the campaign.
Jacob’s Creek determined the results of this June 1–30, 2020 video ad campaign using a Facebook brand lift study, which revealed a:
17-point lift in standard ad recall
1.8-point lift in message association
2.5-point lift in preference