Founded in 2008, Naked Wines is where crowdfunding meets winemaking. A growing army of 330,000 subscribers, called Naked Angels, contribute £25 a month into personalised wine-piggy banks. The money back hundreds of talented winemakers in 65 places around the world, to the tune of £4 million every month. These are then sold to the Angels at insider prices.
The problem:
When Naked Wines sought to place inserts in a national brand’s e-commerce packages, they ran into an unforeseen challenge. The brand in question wasn’t sure that wine advertising fit their brand image or would resonate with their audience.
The solution:
Marketing company Connections by The Specialist Works turned to Cint, a global software specialist in digital insights, to address this impasse. Using the deep audience profiling capabilities of Cint, Connections was able to quickly identify appropriate respondents (parents in households with young children), as well as tap into the Cint expertise to develop two targeted surveys for collecting audience insights.
The challenges:
There were two critical issues: a speed of turnaround needed in order to meet a pressing deadline of a meeting, and a critical requirement to demonstrate conclusively that the brands audience would react positively to outreach from a wine brand.
The result:
The entire project, including data collection and processing, was completed in only 36 hours. The audience insights showed that respondents had positive reactions to the idea of receiving alcohol-related offers. Connections was able to present the findings at an important executive-level meeting at the national brand, convincing them that Naked Wines was a good fit for their e-commerce packages.
This is a great example of the power of consumer insights in a complicated business situation. Proving a point of view and audience sentiment through market research can make all the difference between success and failure. In this case, the end result was turning a “hard no” into a lucrative, national program that is already realising millions in revenue.
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