Prepared for Michelle M. | Delivered September 24, 2019
Video Advertising for eCommerce (Mid to High End) Wine Brand US
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To define a strategy and plan for advertising videos for an eCommerce wine company selling online to mid to high end consumers in the US. Research will be used to guide strategic plan to generate more consumers through video advertising.
JORDAN WINERY (CALIFORNIA)
is a California-based wine company that produces mid to high end wine including Alexander Valley Cabernet Sauvignon and Russian River Valley Chardonnay.
The company uses video advertising on
The eCommerce business
maximizes Instagram tools
to leverage its video advertising in Instagram.
short video snippets
, Boomerang loops, slow motion videos, and slideshows.
An example is this
short video snippet
of a cork pop.
Another example is this
of three wineglasses in a 'cheer'.
The company also uses
to engage its audience and attract new consumers.
Aside from entertainment, Jordan Winery offers
quality informative videos
that tackles relevant topics such as
and pastry recipes that interest wine consumers.
offers the following tips below for
based on Jordan Winery's strategy and success.
available, free tools
on social media platforms such as Boomerang and Instagram stories.
fun and entertaining content
to engage your target audience.
for video advertisements that will both entertain and inform your target audience.
TIPS FOR VIDEO ADVERTISING
provides the following do's and don'ts for wineries trying out video marketing.
keep video advertisements short
the most popular YouTube videos are only 2 minutes and 54 seconds.
leverage other platforms such as Vimeo, Vine and Snapchat as applicable.
check if the video ad is mobile ready across
ex. Android, iOS, etc.
go off brand but be authentic and transparent.
also encourages to put a human face on your wine brand and share the good as well as the not-so-fun side of a winery business.
can include the owner, workers, and behind the scene clips.
eVineyard pointed out that
' love of personal experience
can be leveraged in video advertising.