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Research Outline
Prepared for Michelle M. | Delivered September 24, 2019
Video Advertising for eCommerce (Mid to High End) Wine Brand US
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Goals
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.
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Early Findings
JORDAN WINERY (CALIFORNIA)
Jordan Winery
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
Instagram
,
Facebook
and
YouTube
.
The eCommerce business
maximizes Instagram tools
to leverage its video advertising in Instagram.
These include
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
Boomerang loop
of three wineglasses in a 'cheer'.
The company also uses
YouTube videos
infused with
humor
to engage its audience and attract new consumers.
Aside from entertainment, Jordan Winery offers
quality informative videos
that tackles relevant topics such as
wine barrels
and pastry recipes that interest wine consumers.
Socially Sorted
offers the following tips below for
video advertising
based on Jordan Winery's strategy and success.
Start with
available, free tools
on social media platforms such as Boomerang and Instagram stories.
Provide
fun and entertaining content
to engage your target audience.
Provide
out-of-the-box topics
for video advertisements that will both entertain and inform your target audience.
TIPS FOR VIDEO ADVERTISING
Bauerhaus
provides the following do's and don'ts for wineries trying out video marketing.
Do
keep video advertisements short
-
the most popular YouTube videos are only 2 minutes and 54 seconds.
Do
leverage other platforms such as Vimeo, Vine and Snapchat as applicable.
Don't
forget mobile
-
check if the video ad is mobile ready across
d
e
v
i
c
e
s
ex. Android, iOS, etc.
Don't
go off brand but be authentic and transparent.
eVineyard
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.
Video advertising
content
can include the owner, workers, and behind the scene clips.
eVineyard pointed out that
M
i
l
l
e
n
n
i
a
l
s
' love of personal experience
can be leveraged in video advertising.
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