Featuring rare back vintages offered at exclusive member pricing, it’s a campaign built around loyalty and timing. Stock is limited. The audience is engaged. Expectations are high.

The objective was to drive sign-ups and purchases for the Private Cellar while maintaining strong return on ad spend and protecting the brand’s premium positioning.

We created a coordinated, multi-channel campaign that supported both immediate revenue and long-term database growth.

Rather than relying on a single channel, the focus was on activating the Private Cellar across paid media, email, and a dedicated landing page. The approach needed to feel controlled and considered, reinforcing exclusivity while guiding customers naturally toward purchase.

Importantly, this year introduced a shift in paid strategy. Instead of running a standard conversions campaign, the objective included capturing new sign-ups through a gated “sign up to access” model. This allowed us to track both purchases and database growth in real time.

We built a structured two-week campaign spanning paid media and email, supported by a dedicated Private Cellar landing page.

Paid activity focused on reaching engaged audiences and past buyers, alongside capturing new leads through sign-up before access. Once signed up, users were redirected directly to the Private Cellar to shop. This structure provided clear visibility over both new database growth and revenue performance.

Email remained central to the campaign. An initial launch email was followed by multiple resend waves, with a final “last chance” communication to reinforce urgency without undermining the brand’s premium positioning.

Behind the scenes, flows were carefully tested and optimised. New sign-ups triggered automated welcome communications encouraging account creation, with follow-up reminders post-campaign to strengthen long-term engagement.

The campaign ran cleanly across its two-week window, with no mid-campaign changes required. Performance remained strong throughout, confirming alignment between audience, timing, and messaging.

• Paid media strategy and campaign planning
• Meta campaign setup and optimisation
• Email sequencing and segmentation
• Landing page strategy and optimisation
• Flow automation for new sign-ups
• Performance tracking and reporting
  

The 2026 Private Cellar Back Vintage campaign delivered Patrick of Coonawarra’s strongest result to date.

Paid media achieved an 8.62 return on ad spend, while capturing 38 new database sign-ups through the gated access model.

Email activity generated over $29,000 in revenue, outperforming the previous year, with strong open and click-through rates across the campaign period.

This campaign did more than drive short-term revenue. It strengthened the database, expanded the audience, and reinforced the value of activating across multiple channels rather than relying on one.

It also demonstrated how a structured, multi-channel approach can support immediate sales while building a larger ecosystem for future growth.