Brown Brothers Case Study

Brown Brothers Ads Campaign - Singapore Market

Background

Brown Brothers have been pioneering adventures in wine since 1889 and is a key member of Australia’s First Families of Wine (AFFW). Brown Brothers launched its brand in Singapore around 20 years ago. The Brown Brothers brand is positioned as a lifestyle brand with the aspiration to be the #1 Australian lifestyle wine in Singapore and the first choice of wine for our target consumers. Whilst still relatively small, the Brown Brothers brand has a strong level of brand health in the Singapore market. Sales are led by the Fruity range, e.g Moscato, Moscato Rose and Cienna. In Singapore, Australia dominates the awareness level and lower alcohol wines have cost advantages. Moscato is the top white wine consumed in Singapore.
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Opportunity

The objective of this campaign is to drive awareness and consideration as well as to position the Fruity range as approachable & relevant lifestyle wines to light or new wine drinkers to make wine part of their regular repertoire. Brown Brothers have been in the Singapore market for years but there are no marketing campaigns to support the sales. Brown Brothers has no official website in Singapore hence the official website is not related to local Singapore and shopping can only be made via distributors’ websites and apps. No offline events Due to lockdown in Singapore, there is no free sampling event that can be held on the street. So it’s hard for new wine drinkers to buy Brown Brothers products online and totally rely on online marketing.

Strategy

We continue our campaign in Australia for Brown Brothers: Scenario building to help establish strong connections between certain daily scenarios, events and Brown Brothers’ fruity wine. Also the limited edition festive sleeves are a strong feature to give a trendy aspect to the experience for those who want to have something special to drink on important days. - Facebook Ads: keywords targeting massive exposure and test different creatives and direct users to Grab and Shopee apps. - Targeting strategy: Use event related words to target people who frequently visit social occasions. - Influencer Market: Let influencers lead the trend on social media to build drinking scenarios and share authentic user experiences.
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Result

- Impression over 8 million
- CTR 0.49%
- KOL CTR 23.6%
- Online Sales increase by 136%
- Increase and lead the trend of enjoying Brown Brothers at home for dinner and gatherings.

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