Creative Strategy + Copywriting
In my very first week working with Winedrops, I was asked to come up new static concepts for their wine membership club. The club offers wine at steep discounts and most of their top performers were about savings.
What I did was combine the savings angle with insider wine humor. Most know sparkling wine can only be called Champagne if grown in that region … and the internet loves to poke fun at that.
This ad was an instant winner and had spent over £20K in first few months.
Phil is one our content creators. We love Phil. In full disclosure, I didn’t not write this original script, but I did edit and design with my video editor.
Apparently, the Winedrops audience likes Phil too as this was the only top performer of our creator videos.
Not the highest performing, but cleared the hit rate threshold, and well, she cute.
For this ad, I created an iteration on our top-performing founder's story, but presented it from third person perspective. I wrote a fresh script, filmed myself for floating head/green screen and put that against a new hook and visuals for creative differentiation.
What's cool about this video is that it proved you don't actually need the founder to tell his story to make it successful. This ad continues to be a top performer with and incredible thumbstop rate of 54.6% and a spend of £21k+.
This was yet another take on the discount angle, but showing it in a slightly snarky way. We could just say: “Winedrops sells Chocolate Block for half off” but what’s the fun in that?
This is not a winner in Meta’s eyes but it was a winner for me. I still think an iteration of this could kill.
Google AI Studio helped me understand why this wasn’t a winner: low energy, too sublte in its humor, and didn’t present a problem or product early enough in the video. That all being said, it was my debut as scriptwriter + creator and was very fun to shoot.
For this static, I wanted a very simple, yet relevant way to show the price disparity between buying with Winedrops vs buying the exact same bottle elsewhere at full price. The beauty of this ad is how such little copy communicates the message, while also incorporating of-the-time social media language.
Winedrops has a unique product offering in their declassified wines and I thought an explainer video would be perfect here. It helps the user understand where the wines are made and how they are so discounted while remaining top quality.
The video remained a long-running top performer, spending over £30K with an above average hold rate of 17.1%.
Was it the £5 Whispering Angel promo? Was it the sexy ChatGPT background? We’ll never know.