O'Briens - Paid Social Case Study



O’Briens Wine are an Irish family run, beer and spirits business, they are the largest family-owned drinks retailer in Ireland, with 34 stores and a website offering. They import almost all of their 1,000+ wines directly from over 180 wineries worldwide. Many of these are family businesses too; their strong relationships help them bring one of the most authentic, exciting and well-priced ranges of wine in the Irish market to their customers. O’Briens Wine call themselves a one stop shop for arranging corporate gifts and drinks shopping for big occasions like weddings and parties.

They work with local Irish suppliers of wines, beers and spirits to complete their extensive range. In their stores you’ll find the latest, most exciting collections of Irish and international spirits, often including exclusive launches and collaborations. Their beer range is one of the best in Ireland with over 500 world and craft beers to discover!

O’Briens Wine knew they were missing an opportunity not fully utilising Paid Social as a conversion and purchase driving channel. They came to us, asking if we would partner with them to power up their paid social and digital offering.


To enable and empower them to unlock new and returning customer purchases within digital channels such as Paid Social, helping them to expand their business into new households and increase revenue from Digital. Enable growth from a conversion perspective, reducing average cost per purchase, increasing average order value and revenue. Develop an always on way of working, helping to reduce the peaks and troughs of the industry, stabilising business income where possible.


Account and Campaign Audit: We believe there is an importance in following best practice on the platforms, so we ran an account and campaign audit, to help identify what’s working and what isn’t. This helped us identify quick wins and longer term projects the accounts can benefit on.

Testing: We identified testing opportunities we can take advantage of, for example if we pool our campaigns and budgets into campaigns for all drinks, or if it works better to have specific campaigns for each type of drink. The results from these tests have informed our strategy and way of working going forward.

Reactive Turnaround Time: We understand that sometimes things need to be actioned quickly to help the business achieve their goals, so we ensure our campaigns are turned around within an agreed time which becomes part of our service level agreements with our clients.

A Focus on Conversion: As we know that we need to make the media budget work as hard as it can, we focus our efforts on conversion elements within the funnel. As O’Briens has good awareness throughout Ireland, we can optimise to elements further down the funnel such as website purchases.

Audience Testing and Development: We have put effort also into building highly efficient and effective audiences, including lookalikes and custom audiences. This allows us to benefit from 1st, 2nd and 3rd party audiences, helping us to deliver effective targeting, segmentation and outcomes. We consistently run tests to ensure we are delivering the best value possible.

Reporting: In depth weekly and monthly reporting, to identify opportunities for improvement and further expansion. Using a data led approach, to create actionable insights that are fed back into the campaigns.

Team: A highly specialised and cross-functional team work on the account, meaning they drew in inspiration and knowledge from similar accounts they work on, past and current. This means that O’Briens Wine benefits from other work the agency and team are doing within the industry and wider ecommerce space.

Policy: With advertising alcoholic beverages, it comes with its own policy which we have to ensure is followed and accounts whitelisted.

The Conclusion


Amazing growth and increases in efficiency, with Paid Social becoming extremely important contributors to the digital marketing mix, especially the conversion element of the funnel.


  • 3 Million Impressions
  • 114,000 Landing Page Views
  • 1.11% Click Through Rate – Average Across All Funnel Campaigns
  • ROAS: 32x

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