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Joyful Woman Outdoors
Joyful Woman Outdoors
Joyful Woman Outdoors
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Media Buying, Digital Strategy, Content Creation

Dolly Wines

Turning Dolly fans into Chardonnay shoppers

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The

BACKGROUND

Dolly Parton fans are everywhere, and Dolly Wines gives them something to pour. For the 2024 holidays the brand needed that fandom to turn into bottles in carts. We had to reach wine lovers and Dolly fans in key markets and send them to the stores carrying Dolly Wines Chardonnay.

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The

STRATEGY

We built a holiday campaign that took Dolly fans from the feed to the shelf:


  • Holiday-Ready Creative: Dolly's videos got a custom end card and a holiday music mix, each one pointing shoppers to a bottle nearby.

  • The Right Fans, First: We targeted wine lovers and Dolly fans at priority stockists, led by female Dolly Parton fans 21 to 55.

  • Paid Media Built to Hand Off: YouTube and Meta built awareness, and Google brand search caught the demand they created

The

SUCCESS

Impressions // 63% More Than Projected

9.8M

Jump in Brand Awareness // 3X the Norm

15.9%

Google Click Rate // 2X the Norm

19.5%

READ MORE CASE STUDIES

A typical YouTube brand lift study moves awareness 5%. Dolly's moved it nearly 16%, more than three times the norm, in one short holiday campaign.

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