A multi-channel EOFY campaign that lifted revenue by 42%
BRUNCH SERVICES
Patrick of Coonawarra is a premium second-generation family-run estate in the heart of Coonawarra, South Australia. The team crafts remarkable wines, balancing heritage styles with an excitement for the new.
Ahead of EOFY, Patrick of Coonawarra wanted a campaign that could deliver a meaningful revenue lift while staying true to that balance. The goal was to re-engage existing customers, bring quieter segments back into play, and introduce new buyers without relying on heavy discounting or short-term tactics.
THE BRIEF
Patrick of Coonawarra wanted EOFY to be more than a one-off sales spike. The focus was on driving a strong revenue result while protecting long-term customer relationships and brand value.
The brief centred on re-engaging existing customers, particularly quieter segments in the database, while also opening the door to new buyers. Importantly, the campaign needed to feel considered and well-timed, not rushed or overly promotional, with offers that rewarded loyalty rather than relied on blanket discounting.
Challenge
We created a multi-channel (phone sales and digital marketing) cash flow boost campaign for Patrick of Coonawarra in June-July 2023. The campaign had three key objectives: to boost revenue, enrich customer engagement and broaden the customer base
WHAT WE DID
We planned and delivered a multi-channel EOFY campaign built around two clear phases, combining personal phone outreach with supporting digital activity.
The first phase focused on phone sales. One-to-one conversations allowed the team to reconnect directly with customers, tailor recommendations, and test offers in real time. This approach helped build early momentum and gave clear insight into which wine packs and messages were resonating most strongly.
Once the campaign direction was proven, we extended activity into email and paid social. Digital channels were used to support customers who prefer to engage online, reinforce key offers, and carry the campaign through the remainder of EOFY. Messaging and incentives were shaped around different customer behaviours, recognising that not everyone interacts with the brand in the same way.
Each channel had a defined role, working together to build momentum without overwhelming the audience.
SCOPE OF WORK
- Campaign strategy and planning
- Phone sales and outbound customer calls
- Email marketing and campaign sequencing
- Paid social advertising
- Offer and wine pack development
THE OUTCOME
The campaign delivered strong results across every channel.
Phone sales
- 42% response rate
- 21% conversion rate
- Over $68,000 in revenue
Email marketing
- 41.5% average open rate
- 4.6% average click-through rate
- Over $28,000 in additional revenue
Paid media
- $2,989 in attributed revenue
- Extended reach beyond the existing customer database
In total, the multi-channel approach delivered a 42% increase in revenue compared to the previous phone-only campaign.
By focusing on timing, relevance, and channel mix, the campaign avoided short-term tactics while still delivering a strong EOFY result. Customers responded to the personal approach, offers landed with clarity, and the campaign set a clear benchmark for future EOFY activity.
“We've had the pleasure of working with Brunch for the past year, and I can confidently say it has been a game-changer for the success of our digital marketing strategy. From the very beginning, they took the time to understand our brand, customers and our unique needs.”
— Patrick of Coonawarra
“Their strategic approach to email and paid marketing campaigns has not only increased our online presence but has also driven tangible results. As a result, our email campaigns have seen a significant increase in open rates and engagement, and our paid marketing campaigns have consistently delivered impressive ROI.
What sets Brunch apart is their commitment to staying ahead of industry trends. They've consistently kept our campaigns fresh and relevant, adapting to market changes and ensuring our brand remains competitive in the crowded wine market. Our recent phone campaign to our members was supported by a digital marketing strategy that was a huge success, driving double the direct sales that we have seen previously.”
— Patrick of Coonawarra
PHONE PHASE HIGHLIGHTS
42%
RESPONSE RATE
21%
CONVERSION RATE
$68K
OVER $68,000 IN REVENUE
EMAIL SEQUENCE
41.5%
AVERAGE OPEN rates
4.6%
AVERAGE click-through rates
$28K
over $28,000 in additional revenue
OUTCOME
- The phone phase had a 42% response rate, a 21% conversion rate and brought in over $68,000 in revenue.
- The email sequence had robust open and click-through rates, averaging 41.5% and 4.6%, surpassing industry standards. It brought in over $26,000 in additional revenue.
- By leveraging the subscriber list, active social media users, wine-related interest targeting, and lookalike audiences, paid ads secured $2,989 of revenue.
- The multi-channel strategy resulted in a significant 42% increase in revenue (vs the previous phone campaign alone).
- Beyond this, it nurtured robust customer relationships and introduced new customers to the Patrick of Coonawarra brand.
The multi-channel strategy resulted in a significant 42% increase in revenue (vs the previous phone campaign alone).
increase in revenue (vs the previous phone campaign alone)
42%
