The Launch of
One Hour Wines
Branding / Website / Digital
One Hour Wines
About this project
As marketers, we have always wondered what would happen if we were to build our own FMCG business and apply our skills and knowledge from start to finish. One Hour Wines is that project, and it has been a rollercoaster. Within ten short weeks, our start-up went from being the first one-hour alcohol delivery service in Malta, to brawling for attention with dozens of new wine delivery services, to emerging as a leader in this exciting new sector.
Our mix of constant, adaptive marketing, great customer service, and a tightly honed digital strategy, has led to fantastic growth, and the development of a solid base of repeat customers. We regularly see over 500% direct ROI on our ads, and an average sales growth which is in the double digits each week.
We achieved this through a mix of practical, direct marketing at launch, brand building exercises, email harvesting, the nimble introduction of new product categories, influencer tie-ins, digital marketing and SEO.
One Hour Wines in numbers two months after launch
- 21,000 unique visitors
- 35% returning visitors
- 10,000 bottles sold
- 3,500 email sign-ups with marketing permission
- 2,400 FB followers
- 1,400 Instagram followers
- 800% Average ROI
- 500% Average directly attributable ROI
We introduced OHW to the world with to-the-point adverts that clearly and repetitively explained our core USPs until these were well understood. We also took the opportunity to establish identifiable brand colours and to show off some specific products. We also collaborated with Lovin Malta with a mix of articles and sponsored video to gain widespread visibility early on.
Once people had a good grasp of One Hour Wines core offering, we began to target our followers and their friends with more fun, brand-building content which placed less emphasis on sales and more on creating a tone of voice.
Introducing cocktails and other products
eCommerce is about stimulating sales with new products, bundles, prices, or offers. We immediately set about increasing our range, adding new categories like snacks, whiskies, craft beer and spirits, and bundling products like cocktail packs.
Capitalising on Easter and Mother’s Day
Special events are critical to the success of many online businesses, as they drive those sales spikes that offset quiet periods. We added temporary items to stock and promoted Easter and Mother’s Day heavily, even designing and printing our own Mother’s Day cards in our brand colours.
Sosa and our ‘year’s supply of wine’ context
Coupons codes and special offers sent by email have proven to be a great way to reward our loyal customers and drive extra sales during slow periods. So, we teamed up with Sarah Zerafa to promote a contest in which participants have to answer a simple survey in order for a chance to win a year’s supply of wine. To date, we have collected over 3,000 emails and gained 1000 new followers on Instagram.