Challenges:

• Initially, the custom label effort was not a major campaign pillar; it emerged from a smaller budget testing initiative.

• Tight deadlines: The creative content needed to be developed quickly (within 2 months) and efficiently, under budget.

• Needed to align multiple stakeholders (media, shopper marketing, brand, creative, web development).

Goals & Objectives

• Drive Sales In-Store: Position Josh Cellars as the #1 wine brand during the holiday season.

• Boost Awareness: Highlight the brand’s value, showcasing the warm feelings of gifting personalized wine labels.

• Grow Consumer Engagement: Encourage consumers to create and share their own custom labels (UGC potential).

• Expand CRM: Capture new leads via the microsite form, growing the brand’s mailing list.

Custom Label Microsite:

• Consumer Flow: Visitors entered their info and uploaded custom text/imagery to create free holiday-themed labels.

• Lead Capture: Integrated a simple form to gather emails, feeding into CRM.

• User Experience: Straightforward, mobile-friendly design so anyone could quickly create and submit a label, working with all browsers.

Integrated 360 Execution:

• Cross-Functional Collaboration: Coordinated with shopper marketing and media teams to align in-store signage and digital media.

• Creative Execution: Briefed creative agency on developing assets 50% below original cost estimates.

• Paid Social Campaign: Laser-focused on driving label submissions; used dynamic ads highlighting the personalization benefit.

• In-Store Tie-In: Physical displays featured the custom label concept, directing shoppers online to create their labels.

My Role: Project Lead

• Creative Briefing & Content Oversight: Led the briefing of the creative team, ensuring visuals and messaging matched the holiday theme and brand tone—all on a tighter-than-usual budget.

• Agency Lead: Spearheaded initial RFP, scope, and contracts. Oversaw ongoing program success with CX, account leads, PR, Social, and Shopper.

• Microsite Project Lead: Oversaw design and development; ensured a frictionless user flow.

• Digital Marketing Lead: Executed messaging across social, email, SMS, and performance marketing.

Results & Impact: Surpassed Expectations

• Quickly surpassed forecasted redemptions by +70%

• #1 wine brand in $ sales/$ growth; #1 featured/displayed wine brand.

• Paid Social: doubled conversions, decreasing expected CPAs by 200%

• CRM grew by 50%, and new customers increased by 3x.

• Lift on in-store display up +2.9 pts vs. YA, reinforcing brand leadership at the shelf.

• Extremely positive consumer feedback on the labels and brand experience, with hundreds of direct messages and UGC shared throughout the program.