There’s a familiar pattern that plays out every festive season 🥂
Budgets go up. Campaigns get louder. And in categories like alcohol sales, where every brand is competing for the same celebratory moment, it often turns into a race for visibility.
RGBC chose not to play that game.
With Moët & Chandon and Veuve Clicquot, they approached the festive season differently – not by trying to reach as many people as possible, but by reaching the right people, and converting that intent into immediate sales.
From Broad Festive Targeting to Precision Retail Conversion
Traditionally, festive campaigns rely on demographic and lifestyle assumptions (affluent audiences, entertainers, “people who celebrate”). The logic is simple, but in a competitive environment, it becomes inefficient very quickly.
Using Woolworths’ first-party shopper data, RGBC built audiences based on real behaviour: known wine and bubbly buyers, high-propensity shoppers, and adjacent premium beverage audiences.
So while previous buyers formed part of the base, the strategy also expanded into audiences that behave like buyers, not just those who already are.
This replaced broad interest-based targeting with shopper-led precision, improving both campaign relevance and engagement.
Designing a Seamless Path from Discovery to Purchase
Strong audiences only get you halfway there.
What RGBC did next is what makes this retail media excellence.
The campaign was designed to remove friction between intent and purchase. Ads were served off-site on Meta, but every click led directly to the exact product on Woolworths’ platform. The bottle you saw in your feed was the one waiting for you on the landing page.
No browsing. No searching. No disconnect.
The result was a seamless, low-friction path to purchase, creating a direct link between media exposure and retail outcomes.
The Results: Focused, Measurable Growth
Over a single week in November 2025, the campaign delivered:
- +53.3% year-on-year growth in sales value
- +53.7% year-on-year growth in units sold
- 100,000+ high-intent Woolworths shoppers reached
One product really shone… Veuve Clicquot Yellow more than doubled its sales value and saw unit growth exceed 100%.
The campaign also drove the majority of traffic to key product pages, accounting for 74% of Moët & Chandon traffic and 92% of Veuve Clicquot traffic during the campaign window.
This wasn’t broad, diluted performance. It was highly concentrated, highly attributable growth.
CHEERS TO THAT🥂
Veuve Clicquot Yellow more than doubled its sales value and saw unit growth exceed 100%
A Repeatable Retail Media Model for Premium Growth
What RGBC built here isn’t just a successful campaign. It’s a recipe for success.
At its core, it comes down to three principles:
01
Replace broad reach with precision
Woolworths first-party data makes targeting more relevant and more efficient than broad, interest-based approaches.
02
Remove steps between intent and purchase
Deep-linking shoppers to exact product pages on Woolworths platforms creates a seamless journey, reducing drop-off and accelerating conversion.
03
Drive premium sales without discounting
Growth came from relevance and convenience, not price-led tactics; a critical advantage in premium categories.
This approach demonstrates how first-party retail data, combined with off-site media, can drive both sales growth and online-to-offline outcomes.
Takeaway
There’s always going to be noise during peak seasons throughout the year. That doesn’t change.
What RGBC proved is that you don’t need to just add more budget to it to win.
By focusing on the right audiences, removing friction from the journey, and connecting media directly to purchase, they turned a highly competitive moment into a controlled, measurable growth opportunity.
That’s what retail media excellence actually looks like.
Ready to activate first-party data targeting or looking to reach Woolworths premium audiences?
Browse Flow’s Audience Marketplace or book a demo with the Flow team.
Frequently asked questions
What made this retail media campaign more effective than traditional festive marketing?
Instead of broad demographic or interest-based targeting, the campaign used Woolworths’ first-party shopper data to reach high-intent audiences. This meant spend was focused on people more likely to buy, improving both efficiency and results.
How did RGBC scale beyond just previous buyers?
The campaign combined known Woolworths wine and bubbly buyers with high-propensity and adjacent premium audiences. This allowed RGBC to expand reach while maintaining strong purchase intent, rather than relying only on past customers.
Why was the path to purchase so important in this campaign?
Every ad directed users to a specific product page, creating a seamless journey from discovery to purchase. By removing unnecessary steps, the campaign reduced drop-off and improved conversion rates.
What role did off-site retail media play?
Off-site activation allowed RGBC to reach Woolworths shoppers on platforms like Meta, then bring them back to Woolworths to purchase. This extended the retailer’s data beyond its own platforms while still driving measurable retail outcomes.
What can other brands learn from this campaign?
The key takeaway is that performance doesn’t come from more reach, but from better precision. Brands that use first-party data, reduce friction in the journey, and connect media directly to purchase are better positioned to drive measurable growth.
