The modern wine club ran Instagram and Facebook video and photo ads in a campaign to boost membership subscriptions, and saw a 2.1X lift in subscribers.

A modern wine club

Xander Oxman and Geoff McFarlane founded Winc in 2012 because of their belief that wine should be simpler to get and easier to enjoy. They joined forces with winemaker and sommelier Brian Smith to create and curate over 100 wines available via wine club membership.


lift in Winc Quiz completions


lift in subscribers


lift in unaided ad recall


lift in branded search visitors to Winc

After observing a record-low cost per incremental subscription conversion with high statistical power and significance level in the early days of the study, we were able to build a return on investment-driven argument to increase our spend on Facebook and capitalize on a zeitgeist moment for the direct-to-consumer wine category, resulting in 200%-plus year-over-year growth in revenue for Winc.
Increasing subscribers

Winc wanted to reach more wine enthusiasts and increase its membership subscriber base in a more efficient way.

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Using an array of automated features

At the beginning of the coronavirus (COVID-19) pandemic in the US, Winc decided to pivot from its traditional advertising approach. For its next Instagram and Facebook ad campaign, Winc simplified its account structure, incorporated automated features and, being mindful of the moment, designed new ad creative with updated messaging.

For example, the brand’s media buyer built new video and photo ads that showed bottles of wine and Winc delivery boxes on doorsteps, along with text overlays such as: “Social distancing? We’ve got you covered” and “Good news: We deliver,” along with information about discounted introductory offer pricing and free shipping. Some of the Instagram ads were enhanced with lightweight motion using Boomerangs.

Each ad included a “Get Offer” button that, when clicked, opened to a Palette Profile Quiz on Winc’s website. The Quiz had six questions designed to elicit personal preferences so that Winc could make specially tailored wine recommendations and encourage people to purchase a membership subscription.

The team showed the ads to a broad audience of US adults aged 21 and over, and to a lookalike audience based on its most valuable current subscribers. Winc used automatic placements to allow Facebook to deliver ads across all Facebook’s apps and services, based on which placements were most likely to drive the best campaign results at the lowest cost at any given time.

Winc also implemented the placement asset customization feature within automatic placements, which automatically reformatted the same creative to run in multiple-sized placements―whether vertical, square or rectangular―in just the one ad set. It used the automatic advanced matching feature as well so that it could accurately attribute online subscription sales back to specific purchasers.

Winc determined the March 10‒May 15, 2020 campaign results using a Facebook Power Lift Study, which includes conversion and brand lift studies―and a channel lift study, which measured the impact of additional traffic coming to Winc’s website from other media channels―revealing:

  • 2.4X lift in Winc Quiz completions

  • 2.1X lift in subscribers

  • 32-point lift in unaided ad recall

  • 1.8X lift in branded search visitors to Winc

We wanted to match the style of users’ organic posts about wine while also leveraging the demand for wine delivery with at-home-centric messaging. By using Instagram’s in-app photo and video editing features, we achieved that native look and feel, resulting in a 100% increase in conversions during the campaign’s flight.