Gaining Video Views and Increasing Conversions

About Wine Growers British Columbia

As the preeminent organization for the BC wine industry, Wine Growers British Columbia represents the interests of British Columbia wineries dedicated to producing 100% British Columbia grape wines. They support BC winegrowing through extensive marketing & communications, and advocacy of their products to all stakeholders. Furthermore, they run seasonal campaigns, run partnership programs, and produce media assets to continue promoting BC wine consumption & tourism. Their overall vision is that British Columbia is recognized as one of the world’s premium wine regions.

Client Challenge

Wine Growers BC needed support in running higher spend advertising campaigns to reach new audiences, in particular making use of a huge library of videos that were heavily overlooked on their YouTube channel. Our client was looking for an ‘always-on’ approach too, rather than having seasonal peaks and troughs in advertising. They had an underutilized Google Ads Grant account (for Search) that was in danger of being closed if the minimum conversion rate threshold could not be sustained.

Our Digital Marketing Strategy

Our approach involved some foundational KPI & tracking work to ensure conversions were properly tracked, as well as working with Wine Growers BC to tidy up the YouTube channel with properly tagged and cross-linked content. Therefore, campaign ideas included:

Tracking & Goal Setting

We established 7 core goals to track across the winebc.com website, which were linked to the Google Ads accounts for better conversion tracking.

Video Audit

Video titles, copy, and playlists were adjusted to better categorize videos for consumer viewership, as well as using end screens and cards to encourage viewers to watch similar videos.

Advertising Management

We took over the management of Google Search, Display & Video advertisements, and introduced App ads to encourage downloads of the Wines of BC Explorer App.

Results

+5008%

increase in video views

+151%

increase in conversion rate

+23%

increase in website traffic

Comparing the digital marketing performance of Wine Growers BC from the previous year to the new year, we saw the following success:

Video

Video views increased by 5008% on Wine BC’s YouTube channel.

Google Search

Conversion rate in Google Search campaigns increased by 151%.

Website

Website traffic increased by 23%.

Google App Ads

Following the introduction of Google Play app ads, the conversion rate increased by 10.4%.

Testimonial

1UP Digital Marketing took the time to understand our business objectives, developing advertising strategies that would satisfy our need to reach more of the right audiences across search, display, app & video. As a result, we’ve been able to gain much more exposure and engagement for British Columbia’s wine industry across digital channels, and we look forward to continuing to build upon this in the year ahead.

Kim Barnes, Marketing Director, Wine Growers BC