Villa Maria, for a New Generation
Client
Villa Maria
Year
2022 to 2023
Location
New Zealand
Discipline
Brand Strategy
Digital
Headline result
5.9M+
Impressions across Meta and YouTube
Channels
Meta, YouTube, Google, creators
Digital strategy for Villa Maria, reaching a younger generation of drinkers without losing the brand’s premium edge.
Social, digital and paid media, at Culture
Max Lawton
Social Media and Digital Manager
Ryan Newton
CEO, Culture
Phoebe Lloyd
Senior Paid Media Manager, Culture
Emily Ostrowska
Strategy Lead, Culture
Indevin
Client
Keep Villa Maria premium while making it easier for younger drinkers to get into.
Premium can still be welcoming. The best work made the brand easy to step into and kept it feeling special.
Digital strategy, creator partnerships, storytelling and a paid media plan built to run across Meta, YouTube and Google.
Impressions across Meta and YouTube
Video views in under 30 days
More traffic to retail partner sites
17% uplift in DTC sales during the campaign $4.12 CPM on Meta, 40% below the category benchmark
