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Case Study
In the spring of 2024, WEVRR launched a “Buy 2 Get 1 Free” promotion for Magnetic Hill Winery that would ultimately drive a remarkable 34% increase in sales. The New Brunswick winery’s award-winning wines—including the regionally acclaimed Lodestone Red and ACWC Gold Medal-winning OC Osceola by the Sea—had always delivered on quality, but faced a persistent market challenge with consumers who believed “local wine can’t hold its own” compared to more established wine regions. What transformed their market performance wasn’t a better product—it was a better story, told to the right people, at the right time.
“We need to connect with people where they are,” Zach Everett, Magnetic Hill Winery’s CEO, explained during the campaign planning session. “Our wines tell the story of New Brunswick’s coast – we need our marketing to do the same.”
Working with their marketing team, we crafted a multi-faceted digital approach anchored by their annual compelling offer: “Buy 2 Get 1 Free.” This promotion would serve as the cornerstone of their summer campaign, but the magic would be in how the message was delivered.
The creative direction was deliberate and thoughtful. Each advertisement featured Magnetic Hill’s distinctive bottles against backdrops that evoked emotional connections – coastal sunsets, beach bonfires with friends, seafood feasts, and summer gatherings. The imagery spoke to experiences rather than just products.
"People don't just buy wine; they buy moments, our campaign sells those moments."
In June 2024, the first wave of Facebook/Instagram ads appeared in feeds across the province. The prospecting campaign cast a wide net, introducing the winery to new audiences with messaging that emphasized the East Coast spirit. Simultaneously, a more targeted retargeting campaign spoke directly to those who had shown initial interest.
Recognizing New Brunswick’s bilingual character, the team developed French-language versions of the advertisements – not mere translations, but culturally adapted messaging that resonated with Francophone audiences. This attention to cultural nuance paid off dramatically.
By July, the campaign expanded to Bell Media mobile platforms. The compact 300×250 display ads maintained the visual language established on social media but adapted for the smaller format. Within days, the metrics showed a 0.22% CTR, outperforming the typical engagement rates for mobile display advertising on Bell’s platform, where industry standards typically hover around 0.1% for similar campaigns.
The success of Magnetic Hill Winery’s campaign offers valuable insights for other regional businesses:
As the summer of 2024 came to a close, Magnetic Hill Winery had not only achieved impressive sales growth but had also planted the seeds for long-term perception change. Their wines, once overlooked by many in their own province, were now being celebrated as authentic expressions of New Brunswick’s unique coastal terroir.
And that conversation had undeniably changed – one click, one bottle, and one transformed perception at a time.
"This campaign wasn't just about selling more wine this summer, it was about changing the conversation around local wine for years to come."
