Case Study Yalumba Wine Company

Yalumba is Australia’s oldest family owned winery with well known brands such as Pewsey Vale, Signature, Octavius, Paradox and Y Series.

Fuller was asked to consider an innovative way to launch its first direct to consumer online marketing wine club in 2017.

Fuller conducted a strategic workshop with Yalumba’s marketing team to develop goals, objectives and messaging to target three identified audiences: Dabblers (occasional wine consumers), Adventurers (curious new consumers) and Collector (experienced knowledgeable consumers).

A strategy was then developed recommending a content marketing and digital campaign with a clear call to action – to visit the Yalumba website and ‘Join the YWC’.

The content plan was designed to build a closer direct relationship between Yalumba’s winemakers (and their friends) and the key target audiences.

A broad range of content was created ranging from “virtual” video tastings with winemakers; recipes created in collaboration with local Barossa producers such as Careme Pastry; editorial articles promoting the Barossa as a tourism destination; videos with fashion designer Paolo Sebastian to promote the Adelaide Fashion Festival; and a podcast with former Test cricketers Dennis Lillee and Rodney Marsh.

In the first five months of the campaign Fuller created, produced and distributed 25 pieces of native content using both owned and paid digital channels.

The results were remarkable. Compared to the corresponding month of October in the previous year Fuller achieved the following results:

• Increase website traffic from 8,080 in 2016 to 15,688 in 2017
• Increase digital reach from 69,334 in 2016 to 1,159,772 in 2017
• Increase time on site from 01:06 in 2016 to 02:02 in 2017

The wine club campaign is now being managed by Yalumba’s in-house marketing team with support from Fuller as required but this content campaign continues to drive website visits.