As one of the UK's oldest wine cooperatives, the Wine Society has a strong value proposition: high-quality, curated wines delivered by one of the UK’s oldest wine cooperatives. But, in a market crowded with subscription services offering free trials and flashy discounts, the brand faced a barrier to attracting younger audiences – its £40 membership fee.
The Wine Society needed to justify their premium positioning to younger, affluent audiences who either didn't know the brand or perceived it as exclusive. The challenge was clear: shift perception and drive acquisition through modern, targeted campaigns while maintaining the brand's heritage and quality standards.
The Wine Society's marketing team recognised that reaching different audience segments effectively would require personalised content across multiple channels and formats. Traditional creative production, while perfectly capable of delivering quality, has natural constraints when it comes to large-scale personalisation:
CreateTOTALLY offered an opportunity to achieve scale and agility that would complement their existing capabilities. With multiple audience segments to target and messaging pillars around Value, Quality, and Approach, a traditional production approach would have required significant resources and time to achieve the same level of personalisation.
With the following objectives, The Wine Society partnered with CreateTOTALLY to automate and scale their creative operations through InDesign and AfterEffects automation:
Before: Creative teams manually produced individual assets and adaptations in InDesign and After Effects, managing versioning through file systems, and coordinating campaign updates through lengthy production cycles.
After: Master templates were created only once, with CreateTOTALLY automatically producing personalised variants – combining visuals, copy, and formats for each target audience. The platform handled asset versioning, messaging logic, and multi-channel output automatically.
Delivering this acquisition campaign through CreateTOTALLY gave The Wine Society the ability to test, learn, and optimise rapidly with the speed and reactivity to respond to performance insights. This ultimatley helped deliver measurable improvements:
The campaign successfully attracted younger audiences while achieving strong cost-efficiency results, demonstrating how creative automation can enhance campaign performance.
The Wine Society's campaign demonstrates how heritage brands can leverage modern marketing technology to reach new audiences effectively, all while maintaining the core brand values that make them distinct.
The Wine Society didn’t achieve these results by cutting corners – they did it by working smarter. With automation, they delivered personalised, high-quality campaigns faster and more efficiently.
If you’re ready to scale your creative output without sacrificing control, book a demo with CreateTOTALLY today.
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