Ecommerce Content
Just Wines: Seasonal Campaign Strategy Across 50+ Retail Promotions
Planning and executing year-round retail campaigns that kept one of Australia's largest online wine retailers relevant through every major shopping season.
Overview
Retail marketing is about maintaining momentum throughout the year, not just during Black Friday. Working with Just Wines, we planned and delivered campaign messaging across dozens of seasonal events, including Father's Day, Mother's Day, Easter, Christmas, Black Friday, Cyber Monday, EOFY, Click Frenzy, Valentine's Day, Australia Day, long weekends and exclusive member promotions.
Each campaign required consistent messaging across websites, email marketing, landing pages, banners, social media and promotional assets while adapting to different audiences and offers.
The challenge
Running frequent promotions without making every campaign feel repetitive is one of the biggest challenges in retail marketing.
The objective was to create distinct campaign identities while maintaining brand consistency and encouraging repeat purchases throughout the year.
What we delivered
- Campaign concepts
- Campaign naming
- Hero messaging
- Website banners
- Landing pages
- Email campaigns
- Promotional copy
- Product collections
- Social media content
- Offer messaging
- Countdown campaigns
- Loyalty promotions
Our approach
Each campaign started with customer intent rather than discounts. Messaging was tailored to the occasion, audience and product selection while ensuring consistency across every marketing channel.
Results and highlights
Delivered campaigns across the entire retail calendar.
Maintained fresh messaging despite frequent promotions.
Coordinated campaigns across multiple channels.
Supported loyalty and acquisition initiatives.
Balanced commercial objectives with brand storytelling.
Why this project matters
Successful retailers don't rely on one campaign a year. This project demonstrates the ability to build a complete promotional calendar that keeps customers engaged throughout every season.
Could we do this for you?
If your brand has the same problem, the answer is almost always yes, and the shape of the work would be scoped to your catalogue, your market and your budget rather than copied from here. Email hello@draftrooom.com, start a chat, or schedule a free call. We reply within one hour during working hours, and always within two.
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Frequently asked questions about this ecommerce content project
What did The DRAFT ROOOM do for Just Wines?
Planning and executing year-round retail campaigns that kept one of Australia's largest online wine retailers relevant through every major shopping season.
What was the biggest challenge on this project?
Running frequent promotions without making every campaign feel repetitive is one of the biggest challenges in retail marketing.
What was delivered?
Deliverables included campaign concepts, campaign naming, hero messaging, website banners, landing pages, email campaigns.
What were the results?
Delivered campaigns across the entire retail calendar.
Can you do this kind of ecommerce content work for us?
Yes. This is a service we run continuously. Tell us your category and goal and we will scope it in writing with a fixed price. We reply within one hour during working hours, and always within two.
Let's build a brand your audience remembers.
Tell us what you are trying to grow. We will show you exactly how we would shape your brand and create the content to get there. No jargon, no pressure, just a clear plan and a straight answer.