We may say it all the time, but this funnel review was a really fun one for us. Not only because the brand is fun to say, but because they are selling wine and the way they did it is pure genius. We are secretly hoping this company comes to the US. Today, Ben and Tabitha review a funnel for Vino Mofo, a wine by the case company from Australia. Selling food and wine is a hard sell because you can't showcase a taste or a smell, so as they say “sell the sizzle, not the steak.” For wine, it's all about selling the experience that goes along with wine, and no one does it better than Vino Mofo!
In the video above you will learn:
- How the photography of this ad works to help you focus on the wine
- How VinoMofo is using retargeting to their advantage
- How they create an experience for their customers (hint- It's about more than just the wine)
The Ad:
One of our amazing AdLab members brought this one to us, we loved it, and wanted to share it with you. So looking at the ad, right out of the gate, the phrase “Cheers to this vava-sweet-ass savy b. The punchiest Kiwi since Sonny Bill Williams” doesn't appeal to either Ben or Tabitha, because we just didn't get it. We are not from the area this ad was targeted to. But we are betting that our AdLab member who was targeted for this ad knows exactly who “Sonny Bill Williams” is and that he is a punchy Kiwi. Regardless of whether we understand the phrase or not, we know that it has some personality! What we like most about this ad is that they are obviously not trying to target everyone, because of their choice of wording. They are targeting a specific type of person, and that we love.
The simplicity of the photography of this ad is wonderful. You see the bottle and you see below the type of wine it is and the pricing. The simplicity of this ad is great. And as you will learn below, they are retargeting. VinoMofo knows that the person who will see this ad knows who they are and all they need to do is show them the wine they have to offer. Now let's take a look at the targeting for this ad.
Targeting:
As we stated before, this ad was brought to us by one of our AdLab Members who lives in Australia. They are targeting people 25 years and older who live or were recently in Australia. Being an alcoholic beverage there are some limitations on who they can target and being over 25 stays within Facebook's Policy and Vino Mofo is following that policy by only targeting 25 and older. The most likely reason our member saw this ad though, was because she had recently visited their website or used one of their apps. They are just going for the kill for those who already know who they are. That's why this ad in particular works so well, they are holding a bottle of their wine and if you already know who they are you are more likely to purchase. And the great thing about the retargeting for this company is that if you have been to their site, they know you like wine, all they have to do is continue to put wine in front of you to get you to purchase. Being a wine person myself, if you put a good wine in front of me, I'm probably going to buy it. So let's take a look at the wine they put in front of us.
The most likely reason our member saw this ad though, was because she had recently visited their website or used one of their apps. They are just going for the kill for those who already know who they are. That's why this ad in particular works so well, they are holding a bottle of their wine and if you already know who they are you are more likely to purchase. And the great thing about the retargeting for this company is that if you have been to their site, they know you like wine, all they have to do is continue to put wine in front of you to get you to purchase. Being a wine person myself, if you put a good wine in front of me, I'm probably going to buy it. So let's take a look at the landing page and see the process they use to get us to purchase this wine.
The Landing Page:
The Landing page is a super simple page. You see the wine from the ad showed front and center along with all of its awards that it was received. It also clearly shows the pricing and the savings you would receive. Even though you see this wine is $11, you know it is not cheap wine because it's a gold medal winner and it is original $25 per bottle.
Scroll down the page a little further and you see a description of why you would love the wine. If you actually read the first paragraph it will sound a little familiar to you. It is the same wording they use for the Facebook ad. Letting the viewer know that they are in the right place. It also has a profile of the flavors you will find inside the wine as well as restating the fact that it is a Gold Medal winner. Reading this description will help the viewer decide if this type of wine would be the kind they would enjoy.
Further down the page is “Wine Nerd Stuff”. Even the wording on the page screams fun. So this section of the page is for those of us who need a little more detail about the wine before we purchase. So here you will learn about the region, the preservatives, how to open the bottle and the always important Alchohol by volume. Basically, anything you need to know about the wine, you will learn in this short section.
Scroll down further and this is where this landing page starts to get really good. This is where they start to build an experience for their customers. When you purchase this wine, it will pair well with fish, seafood, and spicy foods. Not only do they tell you what it goes well with, they give you a recipe to try out with it. They have an understanding of the experience that goes with a good glass of wine. Most people don't just sit on a couch a drink wine (no judgment there if you do). People typically drink wine in groups over a good meal. VinoMofo could have just given you the description of the wine and maybe given you what pairs well with it. But they didn't. They went above what the expectation is and delivered more. And this is only the beginning!
Scroll even further down and they have told you could be doing while you drink the wine. And the phrase “The wines we remember are the moments. The people, the places. That's life.” THAT is what drinking wine is all about. Yeah, you need a good wine, but the bigger picture is the experiences we have while drinking the wine. 
This is beyond amazing to us! Seriously, they have paired music to go with your wine by suggesting music on Spotify. If you are a customer coming to just purchase a bottle (or case) of wine, you have now been shown and entire experience to have with your wine. From the food to pair with it, to the type of environment, to the music you can play while you drink it. VinoMofo has thought of everything. They have taken selling a bottle of wine to a whole new level and made the experience fun, and one we would like to have again and again. VinoMofo says it best themselves “Because good wine is an experience. Like good food, good music, good company, it adds colour and flavour to life, a layer of richness that just makes it all a little bit more fun.”
Even the footer of their site is fun….. “Welcome to the official footer of the site, where all the links and boring stuff is.” And then they are also responsible for taking the bottom section of their footer to talk about underage drinking.
Everything about this landing page was very thought out and does an amazing job of creating an experience for the buyers. We can not love this landing page enough.
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