A New Way to Wine

Cato & Co, an innovative ceramic wineware brand, wanted to launch in the US market and shatter preconceptions that glassware is the best way to enjoy wine. As the creative agency, we were tasked with crafting a digital campaign to build an online community and resonate with the modern wine lover, sparking intrigue and interest in a completely new product category.

The Challenge

The world of wine is dominated by glassware. The challenge was to disrupt the status quo and revitalise the use of ceramics for enjoying wine. We needed a campaign that could educate consumers, challenge their habits, and create desire for a product they didn't know they needed.

The Strategy & Execution

Our approach began with in-depth consumer insight research, through which we identified five distinct personas within the wine-drinking community. Based on these personas, we developed a creative strategy focused on themes of food, friendship, and romance.

The execution involved creating a series of short films and other engaging visuals, with unique ad creative tailored to target each of the five personas. We ran these ads against each other in a continuous A/B testing environment to see which themes and visuals our target audience connected with the most, allowing us to refine the social media advertising campaign in real-time.

The Results

The targeted, data-driven digital campaign proved to be highly cost-effective and successful, delivering significant improvements in audience engagement:

183%

increased view-through rate

58%

increased engagement rate

7%

cheaper cost per result

Beyond the metrics, the campaign succeeded in building a vibrant online community, proving the power of targeted storytelling in launching a new brand.