Digital Campaigns Across Multiple Touchpoints
Bordeaux Roots, Paso Soul is an example of a recent campaign that expanded past the digital and into the physical while maintaining a seamless campaign message.
This is one of my favorite campaigns I’ve crafted in the last year for several reasons:
It leveraged all touchpoints in the DTC channel
The campaign explained complex wine concepts quickly and without lecturing
It won several awards for educational campaigns
Project: Bordeaux Roots Paid Media Campaign
Challenge: Wine is complex and most consumers don’t fully understand that complexity. Terroir, origin, phenolics, structure, these are not concepts the average drinker can easily articulate. Many consumers simply know what they like, but not why a wine is good.
This makes product validation challenging. Strong ratings are table stakes for any quality winery, so relying on scores alone rarely differentiates a brand. The real question becomes: How do we communicate why our wine is exceptional without lecturing, overwhelming, or boring the consumer?
Execution: The “Born of Bordeaux, Paso Soul” campaign takes a concept consumers instantly recognize—Bordeaux wine—and uses it as a bridge to DAOU. Because DAOU is a Bordeaux‑style winery, the campaign leverages the quality cues and heritage associated with Bordeaux to draw a clear parallel to Paso Robles, where DAOU is crafted. This connection helps consumers easily make the leap from Bordeaux’s renowned quality to the exceptional winemaking coming out of Paso Robles.
Results:
Strong sales throughout the duration of the campaign
+18% new consumer engagement
3.1 Campaign ROAS