the deal
Tokar Estate is a 5-star boutique winery in the Yarra Valley. From humble beginnings, this block of land has been lovingly transformed from a tussock filled paddock to a Mediterranean inspired winery, with elegant restaurant and 30 acres under vine.
Tokar Estate wanted to scale marketing activity to increase visibility, social following and visitation.
before
after
the yakka
Tracado established an integrated strategy encompassing
digital, PR, E-Commerce and Social Media.
Ongoing PR campaign targeting listings and features across targeted outlets including Herald Sun, Broadsheet, 3AW, Urban List, Concrete Playground, and Chinese media outlets.
We also sent prolific journalists new and exclusive releases to consider for future wine features.
A complete digital reinvention was required. We carefully redeveloped the e-commerce platform moving from Woocommerce to Shopify for an optimised and improved shopping experience. We integrated automated marketing, Afterpay and add-ons to increase conversion and grow the e-newsletter database.
With COVID forcing closure of the restaurant we worked with the chefs to create a digital provedore with home-delivered meals, cakes, bread, pantry essentials, wine and even a five-course dinner party menu.
A content-heavy social media campaign encompassing organic content and paid ads. Tracado overseeing dynamic creative execution of high quality assets.
Tracado produced an asset library, developing in house an image and video bank of the highest quality images for future collateral use.
We deliver ongoing comms through e-newsletters to the Tokar Estate database to promote meals, new offerings and wine sales.
Tracado continues to manage the marketing activity for Tokar Estate Winery
the outcome
Website
100% sell out on meals since launch of new site
units selling
100% revenue increase in sales since launch of new site
revenue increase
33% increase in conversion rate
5.7-6% conversion rate
Social
FACEBOOK
77% increase in engagement
16,000 ave. Post Reach
INSTAGRAM
25,000 monthly impressions
11.5% Followers Growth Rate
30 Day Advertising stats
WEBSITE PURCHASES
$1500 in sales per newsletter
LINK CLICKS
20% Open Rate on Newsletters
RETURN ON ADS SPEND
$21.20 for every $1 Spent