Integrated Marketing Campaign Case Study
For the Love of Wine
Campaign Leadership I conceived, pitched, and executed the For the Love of Wine holiday campaign, taking full ownership of creative direction, multi-channel strategy, and cross-team coordination. The campaign drove awareness and engagement during the holiday season while testing organic social, influencer content, on-site promotion, and paid media to identify which tactics most effectively fueled discovery and conversion.
Objective
Drive awareness and engagement for the For the Love of Wine campaign during the holiday season, while testing a multi-channel mix of organic social, influencer content, on-site promotion, and paid media to understand which levers most effectively drove discovery and conversion.
Organic Branded Content: In-Feed posts drove strong engagement from existing followers, averaging 529 interactions per post, despite lower reach compared with trend-based content.
In-House Banner Ads generated 281,258 impressions and 193 clicks, resulting in a 0.07% CTR—above the internal benchmark. The placements outperformed typical house ad performance and provided consistent traffic support throughout the campaign window.
Influencer Collaboration posts averaged 66K video views per post and generated strong positive sentiment in the comments. The performance demonstrated clear potential for scalable awareness, especially when influencer content was aligned with trend-forward creative that resonated beyond the core audience.
Organic Trend Content: Trend-led #ForTheLoveOfWine videos drove audience growth, with 4 of 6 reaching 68%+ non-followers and one viral post generating 2.7M views, 2.4M accounts reached, 181K engagements, and 89% non-follower exposure, proving the power of platform-native trends for mass visibility.
Strategy
Rather than relying on a single content format, the campaign activated across five key channels:
Trend-based organic video to expand reach and tap into new audiences
Branded organic content to nurture and engage existing followers
Influencer collaborations to extend credibility and scale visibility
In-house banner ads to convert site visitors
Paid media (limited test budget) to evaluate conversion potential
Paid Social A limited paid media test ran for two weeks at the end of December with a $500 budget, generating 29K impressions and 43 add-to-carts, alongside positive audience sentiment. Despite the short flight and minimal spend, the campaign showed early conversion signals and strong potential for scaled revenue with full optimization.
