How The Wine Society used creative automation to grow younger audiences and cut CPA by 23%
The challenge
The Wine Society, one of the UK’s oldest and most respected wine cooperatives, needed to attract a new generation of wine lovers.
While their offer was compelling—expertly selected wine at excellent value—the £40 membership fee posed a challenge in a market dominated by supermarkets and subscription services offering free starter packs.
To younger, affluent audiences, The Wine Society was either unknown or seen as an exclusive club. The challenge was to shift perception and drive acquisition through a modern campaign that justified a paid entry point—while honouring the brand’s legacy.
The CreateTOTALLY solution
CreateTOTALLY’s creative automation solution powered the campaign—automating, scaling and personalising content across key audience segments.
Static creative was developed in InDesign, video in After Effects, and both were streamlined using CreateTOTALLY’s creative automation platform to manage asset versioning, localisation and messaging logic efficiently.
Key deliverables
Creative automation at scale: CreateTOTALLY enabled scaled adaptation by combining visuals, copy and formats for each wine tribe. Messaging aligned to three strategic pillars—Value, Quality and Approach—all anchored in the brand promise: “Excellent wine at lower prices.”
Efficient multi-channel output: From paid social and display to digital video, assets were auto-generated from master templates—cutting production time without sacrificing consistency.
Agile campaign testing and optimisation: The campaign was built for iteration. Top-performing variants were scaled quickly, and updates were pushed automatically—no re-briefs, no reanimation. Optimisation became a seamless, logic-driven process.
The results
CPA reduced by 23%: Final cost per acquisition landed at £74—£22 under target and £46 lower than previous campaigns.
Younger acquisition exceeded expectations: Subscriptions from 30–45-year-olds—the brand’s key growth audience—were 23% over forecast.
Creative operations radically streamlined: What would’ve required manual production was instead delivered through an automated pipeline—fast, flexible and cost-effective.
Why brands choose CreateTOTALLY for creative automation
Brands like The Wine Society rely on CreateTOTALLY to deliver campaigns that need both precision and scale. As a leading creative automation platform, CreateTOTALLY enables:
Automated creative production across static and motion formats
Creative versioning at scale from a single master template
Personalised messaging without the production burden
Faster time-to-market with dramatically lower resource requirements
Whether you’re working in Figma, After Effects or InDesign, CreateTOTALLY transforms manual workflows into flexible, scalable systems.
CreateTOTALLY made high-volume personalisation possible—and practical.
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