Wild or Refined? With Beringer, You Can Have Both
Content Creation, Digital Strategy, Media Buying
265%
Engagement Rate Lift Over Benchmark
Users Engaged While at Retailer
11K
14.5M
Campaign Impressions
Content Creation, Digital Strategy, Media Buying
The
STRATEGY
We designed an interactive, multi-channel campaign to reach two distinct age groups:
“Wild” Creative: Bold, energetic visuals engaged 35-44-year-olds.
“Refined” Creative: Sophisticated messaging resonated with 45-54-year-olds.
The campaign included social media, video, and programmatic ads with a “coin flip” mechanic, driving users to either the Wild or Refined interactive experience. Additionally, users who interacted with a previous touchpoint received an in-store push notifications when in a Beringer stockist.
This integrated approach fused smart targeting with dynamic creative, leaving a lasting impression on every audience.
The
background
Beringer Vineyards set out to challenge perceptions and spotlight its Knights Valley and Private Reserve Cabernet Sauvignons. The “Wild or Refined” campaign invited consumers to discover the wine that matched their personality, blending playful interactivity with tailored messaging.
By engaging audiences across digital and social platforms, Beringer aimed to connect with both adventurous younger drinkers and seasoned wine connoisseurs.
Success
The
The "Wild or Refined" campaign achieved strong results, exceeding benchmarks in engagement and video completion rates.
265%
Engagement Rate Lift Over Benchmark
11K
Users Engaged While at Retailer
14.5M
Campaign Impressions