Daydreamer is a sustainable, family-run winery based in Canada's Okanagan Valley. Armed with a beautiful brand and a collection of acclaimed artisanal wines crafted by winemaker Marcus Ansems, Master of Wine, they were looking to boost awareness and drive traffic to their Naramata Bench tasting room to grow their direct-to-consumer (DTC) sales.
Working closely with Marcus Ansems, Lithica developed a two-part direct-to-consumer (DTC) marketing solution.
Part one was to help potential customers discover Daydreamer Wines. Part two was to provide customer experience (CX) consultation for their tasting room to maximize engagement at each touchpoint, increase wine sales, and attract wine club sign ups. The former was done through keyword search engine optimization and a Google Ads campaign to generate high-quality leads. The campaign hyper-targeted wine enthusiasts who were visiting the surrounding area. To minimize cost per acquisition, we developed custom landing pages for each principal search campaign, more effectively capturing traffic and converting leads. To measure our performance, we set up a Google Analytics platform for Daydreamer and connected their scheduling widget to track conversions.
The implementation of this campaign across both 2021 and 2022 has proven to be a success. With a refreshed SEO strategy based on focused keywords, we were able to move Daydreamer's Google search ranking from 51 to the first page, increasing search traffic by 600%. The Google Ads campaign achieved a conversion rate that punched 300% above average, with a cost per conversion (or cost per customer acquisition) that was profitable against their tasting room fees. By Fall 2022, Daydreamer's wine club subscription had grown 5x since the start of the campaign.