When Shelter-in-Place orders went into effect in March, 2020, it created a challenge for the tourism industry. A boutique winery already working with Waterdrop Digital came to us, concerned that they would need to stop advertising. Their tasting room, the subject of their current campaign, was non-operational for the foreseeable future.
Waterdrop experts worked with the marketing team at the winery to devise a completely new plan, pivoting the campaign goal from tasting room appointments to online wine sales and adjusting the audience, creative and strategy accordingly.
While the winery’s original plan had included reaching visitors to local competitors using mobile capture and social ads, the new strategy relied more on interests and behavior than proximity.