Consumer Journeys, from Top of Funnel through to Full Advocacy and RetentionBuilding the consumer funnel from paid media & influencer marketing to email marketing in order to take the consumer from awareness to advocacy.
Soul of a Lion multi-touchpoint campaign.
The release of the Soul of a Lion wine is highly anticipated every year. This high end, luxury wine is the flagship of the DAOU portfolio.
Understanding that there are an abundence of good wines in the world, the Soul of a Lion campaign leans on the history of the product, the compelling origin of DAOU, and the value of the product itself.
The campaign begins with a highly engaging, click worthy ad that draws attention to the spirit of the product and the brand. Once the audience has clicked, they are then retargeted with more product focused ads that lean into the exclusivity of the wine.
Depending on the action taken and the consumer profile, various consumer journeys unfold, allowing the consumer to be targeted with the right campaign in the right place.
Touchpoints:
Paid Media
Social Media
Email Marketing
Website
Tasting Room
Year
2024 & 2025
TOF Campaign crafted to generate clicks and build the consumer database for retargeting.
TOF Campaign crafted to generate clicks and build the consumer database for retargeting.
TOF Campaign crafted to generate clicks and build the consumer database for retargeting.
Introducing the product with the retargeting campaign. Captions in the campaign highlight the qualities of the wine.
Depending on the consumer, the CTA is adjusted to be most effective for their profile. This advertisement focuses on getting access through status.
Product forward campaign leads the consumer from intrigue to understanding.
The small-format campaign is specifically designed for consumers who had not purchased up to a specific point. This format lowers the barrier to entry and allows new consumers to try without the monetary risk.
The small-format campaign is specifically designed for consumers who had not purchased up to a specific point. This format lowers the barrier to entry and allows new consumers to try without the monetary risk.
Celebrate Moments
This top‑of‑funnel campaign was designed with one goal: drive engagement. Once we bring a consumer into our orbit, we can guide them through a journey that ultimately leads to purchase.
The core idea is simple: don’t wait. Many people save a great bottle of wine for a promotion, a birthday, an anniversary or some future milestone that may or may not arrive. Yet life is full of small, meaningful moments worth celebrating. Opening the bottle can be part of today’s joy. In true DAOU fashion, the campaign encourages consumers to embrace the present, savor the moment, and stop waiting for an occasion that might never come.
Project: Celebrate Moments
Challenge: When someone has a nice bottle of wine, they tend to hold onto it until an idolized moment that may never come. DAOU is about celebrating life, love, and passion, and we believe the moment is now.
Execution: TOF Paid media Campaign, both evergreen and seasonal
Results: This campaign was never meant to drive sales; it is a top of funnel campaign designed to gain clicks for retargeting. In that respect, it was our top performing campaign for the summer.
