Reaching the high-intent shopper
RGBC took a smarter approach by using Woolworths’ retail media, powered by Flow:
- RGBC met shoppers where they spend their time, on Meta, and directed them back to the Woolworths e-commerce website to buy.
- Targeting Woolworths wine & bubbly shoppers instead of broad interests meant that every cent was spent on an audience with a proven history of buying.
- Driving shoppers directly to their product on the Woolies Dash and e-commerce website.
Significant sales attribution: The campaign delivered a substantial surge in direct attributed sales value during the seasonal window.
Total traffic dominance: The impact on specific SKUs was undeniable, with the campaign responsible for 74% of all Moët & Chandon landing page traffic and a staggering 92% of all Veuve Clicquot landing page traffic during the campaign period.
High-value reach: The campaign successfully reached over 100,000 unique Woolworths shoppers.
Engagement efficiency: Link click performance beat benchmarks by 32%, proving the audience was highly qualified and ready to engage.
Flagship success: Veuve Clicquot Yellow emerged as a clear winner, seeing its sales value double with a 100% year-on-year uplift.
Why it worked
The power of the retail media partnership
- Unlocking value off-site
By cleverly targeting the right audience, RGBC maximised the value of the Woolworths retail media offering, proving that off-site retargeting is key to scaling performance - Measurable SKU lifts
The dominant traffic numbers show that precision targeting leads directly to measurable increases in specific product sales.
- Omnichannel synergy
By priming shoppers on social media, RGBC made it easy for them to buy wherever they preferred, online or in store.
The takeaway
First-party data drives standout growth.
For RGBC and Woolworths, this is the ultimate proof of concept. By using first-party data to reach known wine and bubbly shoppers off-site, RGBC didn’t just drive visibility during a critical period, they doubled the sales of a flagship product and secured exceptional revenue growth during the year’s most important season.
