Introducing Yering Station to new customers through paid media
BRUNCH SERVICES
Yering Station is Victoria’s first vineyard, established in 1838, and one of the Yarra Valley’s most recognisable wine and hospitality destinations.
Alongside its premium wine range, the estate offers a cellar door, restaurant, private tastings, and a full calendar of events, making it a brand people experience in many different ways.
As the business continued to grow, paid media became an increasingly important channel. Not just to drive short-term sales, but to introduce Yering Station to new audiences, support direct-to-consumer revenue, and complement the broader brand and tourism experience. The opportunity was to build a paid media program that could do all three, consistently and sustainably.
THE BRIEF
Yering Station wanted paid media to work harder across both wine sales and brand discovery.
The brief focused on increasing revenue and return on investment while expanding reach beyond the existing customer base. Paid media needed to support a broad range of products, experiences, and events, introduce the brand to new audiences, and do so in a way that reflected Yering Station’s premium positioning and long-term ambitions.
Rather than running one-off campaigns, the objective was to build a sustainable paid media program that could evolve, improve, and compound results over time.
WHAT WE DID
We partnered with Yering Station on an ongoing paid media program designed to balance performance with brand-building.
The foundation was smart use of existing customer data. We leveraged the winery’s database within paid media to retarget high-intent audiences, while also using that data to model new customer segments and attract cold audiences efficiently. This allowed us to expand reach without sacrificing relevance.
Campaigns were continually reviewed and refined. Performance was monitored daily, with budgets, creative, and targeting adjusted in response to results. Learnings from each campaign informed the next, creating a feedback loop that steadily improved efficiency across paid social and paid search.
Clear communication underpinned the partnership. Regular work-in-progress check-ins, monthly reporting, and collaborative planning ensured paid media activity stayed aligned with broader marketing goals and on-the-ground priorities at the winery.
SCOPE OF WORK
- Paid media strategy and execution
- Audience modelling and retargeting
- Paid social and paid search campaigns
- Ongoing performance analysis and optimisation
- Reporting and strategic planning
THE OUTCOME
The paid media program delivered strong and sustained improvements across both acquisition and efficiency.
69.5% of paid media sales were attributed to cold audiences, demonstrating effective new customer reach.
Return on ad spend increased by:
- 207% on paid media
- 22% on paid search
Cost per acquisition reduced by:
- 139% on paid media
- 67% on paid search
Conversions increased by:
- 147.1% on paid media
- 90.3% on paid search
The campaign delivered consistent gains over time. Paid media became a reliable growth channel for Yering Station, supporting direct-to-consumer sales, introducing the brand to new audiences, and setting a clear framework for ongoing optimisation.
69.5% of sales attributed to cold audience on paid media
69.5%
ROAS increased by
207%
on paid media
22%
on paid search
Reduced Cost per Acquisition by
139%
on paid media
67%
on paid search
RESULTS
147.1%
increase in conversions on paid media
90.3%
INCREASE on paid search
