CASE STUDY - ZACHYS WINES

OVERVIEW

Zachys, the world's leading wine auction house
Launch the brand in Europe with the first-ever London auction
Plan a creative media outreach programme targeting global luxury lifestyle press. Build brand awareness for Zachys around its first London auction
Successfully manage press outreach resulting in quality editorial coverage
Build awareness amongst HNWIs in US and Europe
HNWI Customer Growth
A mixture of trade, business and lifestyle press such as The Times, FT How to Spend It, CNBC and Wine Spectator
Bring alive key spokespeople as regular media commentators

Our goals:

Managed the global communications strategy for Zachys and set up the proactive and reactive press offices out of NYC and London
Steady flow of high-quality coverage and one-to-one press interviews across top-tier international media
Managed the PR for European launch and debut London auction
Launched Zachys 'Studio Sales' - online live auctions to replace in the room events during Covid-19

The successful campaign resulted in over $50 million worth of coverage across international media from over 20 different countries
Top Features Include: WSJ (USA), New York Times (USA), FT how to Spend It (UK), The Times (UK), Nazione (Italy)
Total Media Placements: CNBC Europe live TV interview, Disaapore (Italy), Die Welt (Germany) and FFT (Ireland), Wine Spectator (USA), The Drinks Business (UK)
Re-targetted Zachys identified global audience with carefully crafted ads via the Search Engines, Publisher Native Advertising, Social Media, YouTube and Newsletters to drive converstions to Zachys landing page

Help support the brand launch in Europe with social media and display advertising
Build brand awareness for Zachys around its first London auction, as well as other auctions in Hong Kong and New York
Build awareness amongst wealthy audiences interested in luxury goods in US, Europe, Latin America, and Asia
Attract bidders from forty-five countries
Increase brand awareness by retargeting people already familiar with the brand in the U.S. and Canada

Our goals:

Support the launch the brand in London and wider Europe
Support PR's effort to position Zachys as the world's leading authority on wine auctions
Increase brand awareness in other countries in Asia and South America
CTR (Click-Thru-Rate) - >1.20%
CPC (Cost-Per-Click) - <$1.55
CVR (Conversion Rate) - >4.5%
CPA (Cost-Per-Action) - <$5
CAC (Customer Acquisition) - <$54

Managed global ad campaign on Facebook & Instagram and cross-device targeting on publisher sites and apps
Targeted medium to high-net individuals within the food & beverage, finance and travel verticals
Tapped into the worldwide premium shopper & location data to identify Zachys global targeted audience through 2nd and 3rd party data. Demographics to include people of UHNW who have impeccable taste for wine, have attended other high-end wine auctions, have visited premium wineries in the last 90 days, have purchased expensive wines online or offline, and subscribe to wine connoisseur magazines
Deployed various tactics suchs as in-market, intend, site-conquesting, contextual targeting and website retargeting
Designed high-performing creative units including static, rich-media and video
Optimized the landing page as well as Zachys current website for better Search Engine organic ranking for wine-related keywords

The successful campaign resulted in over 3.5 million impressions, and reach of 2 million+

KPI's: