Naked Wines Sold 20,000 Bottles of Wine and Reached High Value Customers

Food/Bev/CPG

In order to drive new customers to their online wine store, Naked Wines chose to try something different – interactive content, promoted on Outbrain.

Overview

Naked Wines, an online wine retailer founded in the UK, sells wine from
independent winemakers around the world. Naked Wines chose to partner with Outbrain, the world’s leading native advertising platform, to drive new customers to their online wine store. With Outbrain‘s native discovery solution, Naked Wines aimed to reach a qualified audience on desktop, mobile, and tablet.

Solution

Naked Wines developed quizzes to engage and educate potential customers about wine, and to draw them to their website via fun, compelling content promoted on the Outbrain network. Naked Wines collaborated with Outbrain to conduct A/B tests on headings and image thumbnails to optimise click-through rates and enhance the campaign’s performance. With Outbrain’s Lookalike Audiences tool, Naked Wines targeted users who have similar profiles to their highest converting customers. This helped drive efficiency by uncovering the interests and behaviours of known purchasers, and then using these attributes to discover and target other customers, at scale, across Outbrain’s network.

Results

The campaign produced over 750 million impressions, received nearly 1 million clicks, generated 50,000 leads, and resulted in more than 20,000 bottles of wine sold. Furthermore, the Outbrain campaign brought high-quality customers with a 40% better lifetime value than Naked Wines’ average customers.

“Our partnership with Outbrain has been incredibly successful. In terms of consistency, high spend, and customer volume, Outbrain has exceeded our expectations, delivering some of the highest value customers to our business.”

James Nellany, Digital Growth Manager, Naked Wines