Case Study

Naked Wines Sells 80,000 Bottles of Wine and Reaches High Value Customers

40%Higher LTV (lifetime value) of customers brought by Outbrain

200KLeads Generated

80,000Wine Bottles Sold

Introduction

Naked Wines, an online wine retailer founded in the UK, sells wine from independent winemakers around the world.

The Challenge

Naked Wines partnered with Outbrain to drive new customers to its online wine store through interactive content. The campaign aimed at reaching a qualified audience on desktop, mobile, and tablet.

The Solution

Naked Wines developed quizzes to engage and educate potential customers about wine, and to draw them to their website via fun, compelling content promoted on the Outbrain network. Naked Wines collaborated with Outbrain to conduct A/B tests on headings and image thumbnails to optimize click-through rates and enhance the campaign’s performance.

With Outbrain’s Lookalike Audiences tool, Naked Wines targeted users who have similar profiles to their highest converting customers. This helped drive efficiency by uncovering the interests and behaviors of known purchasers, and then using these attributes to discover and target other customers, at scale, across Outbrain’s network.

In addition to Lookalikes, Naked Wines worked with its Outbrain account manager to align their key audiences by excluding their campaigns based on gender and age to hone in on audiences with a higher LTV on average.

Our partnership with Outbrain has been incredibly successful. In terms of consistency, high spend, and customer volume, Outbrain has exceeded our expectations, delivering some of the highest value customers to our business.”

James Nellany, Global Head of Digital Marketing, Naked Wines