Turning R5k a month into a repeatable wine-buying engine
A 90 and 180-day paid media strategy built around the Windfall giveaway, designed to hit a 6x return and leave behind an asset that keeps selling after the campaign ends.
Good wine, good store, no acquisition engine
Vineyard Vault already has the hard part sorted: a curated range of premium South African wine, strong product pages, and a clean Shopify store. What it doesn't have yet is a predictable way to turn ad spend into orders. That's what this plan builds. We start with the Windfall giveaway as the spark, then convert the attention it creates into an always-on system.
Why the Windfall giveaway does the heavy lifting
The mechanic is built to spread itself. Every entrant has to bring three friends who also follow both brands, so each entry buys us extra reach we didn't pay for. The two-case minimum keeps order value up, and the prize is Windfall's cottages, so the R16,000 headline value costs almost nothing in cash to fund.
Paid reach on IG & Facebook
Vineyard Vault + Windfall
Who must follow too
Auto-entered in the draw
Built-in virality
Three mandatory friend-follows per entry means every paid impression can turn into several organic ones. Our effective cost per reach drops the longer it runs.
Two-case minimum
Every entrant spends at least ~R1,320 on Windfall wine to qualify, well above a single-bottle impulse buy. The draw nudges people to buy more.
Partner-funded prize
The R16,000 weekend is Windfall's cottages, valid to June 2027. Big perceived value, minimal cash outlay for Vineyard Vault.
We build the funnel out, we don't switch it all on at once
You can't retarget people or build lookalike audiences until you've gathered the data first. So the funnel gets built in order over the 90 days: August is pure prospecting, September adds the middle, October adds conversion. By the time the giveaway closes we've got a full funnel running on an audience we built from scratch.
Prospecting only
100% of budget on cold and interest audiences (SA wine, Stellenbosch, gifting, fine dining) plus broad. Job: maximum reach, entries and followers, and filling the pixel with data.
Add the middle
Introduce retargeting to the warm audiences we've now built: video viewers, page and profile engagers, giveaway participants. Prospecting keeps running underneath.
Add conversion
Layer in bottom-of-funnel: site visitors, add-to-carts, and a dynamic product catalogue to recover baskets and close sales. Full funnel now live.
How the funnel builds over 90 days (% of budget)
Spend to revenue at a 6x return
/ month
target / month
Audiences we build
- Cold interest & broad prospecting across SA
- Lookalikes off purchasers and site visitors
- Retargeting: site, product views, add-to-cart
- Giveaway entrants and social engagers
Creative angles we test
- "Win a weekend for 16" giveaway hero
- Case value & curated-range product ads
- Gifting angle into the festive run-up
- Scarcity: the draw closes 1 October
Test, prove, then make it repeatable
All budget on cold prospecting and the giveaway. Job: maximum reach, entries and followers, and building the pixel data and audiences we'll need next. Get tracking clean and establish the baseline cost per order.
Introduce middle-of-funnel retargeting to the engagers, video viewers and entrants we've now collected, while prospecting keeps running. Scale the creative and audiences that work.
Layer in bottom-of-funnel conversion and the product catalogue, recover abandoned baskets, and nurture entrants who didn't win once the draw closes on 1 Oct. Full funnel live. Review at the 90-day mark and set the second half.
Projected monthly revenue as the engine matures
From one campaign to a selling system
The first 90 days prove the model. The next 90 turn it into an asset Vineyard Vault owns: a warm audience, a growing follower base, an email list of buyers and entrants, and a repeatable promo calendar. Each campaign gets cheaper because we're no longer starting from cold.
Seasonal calendar
Festive gifting, then Valentine's, Easter and winter reds. Always a reason to buy.
Email & CRM flywheel
Turn entrants and buyers into repeat customers with automated flows, not just ads.
Second partner collab
Repeat the Windfall model with another estate or lifestyle brand for fresh reach.
Scale with proof
Once the 6x holds, we increase budget with confidence rather than hope.
What you'll see in every report
We can bring the traffic. The store has to catch it.
A quick audit of the site turned up a few things quietly costing sales: a product page showing the wrong wine, vintage numbers that don't match between links and titles, and a case-only checkout that may be too big a first step for new buyers. Great ad performance is wasted if the store leaks. We'd like to take on the store side too.
Fix conversion leaks
Correct the product-data errors, tidy titles, and smooth the path from ad click to checkout.
Lower the first-order barrier
Test single-bottle or smaller entry options so first-time buyers aren't forced into a full case.
Merchandising for the campaign
Landing pages and collections built to convert the giveaway traffic, not just receive it.
Simple, monthly, no lock-in surprises
- Full Meta paid media management
- Giveaway campaign build & monitoring
- Audience, creative & funnel strategy
- Weekly check-ins + monthly reporting
- 90-day revision mark, 180-day term
- Shopify store optimisation (Jason's role)
- Fix product-data & conversion leaks
- Campaign landing pages & merchandising
- Ads and store managed as one team
- Ad budget of R5,000/mo sits on top
What we need from you
- Meta ad account + pixel/Conversions API access, and the product catalogue connected
- Confirmed sign-off on the giveaway rules (dates locked: 10 Aug – 1 Oct 2026)
- Windfall assets: cottage photos and copy plus wine imagery
- Vineyard Vault brand assets: logo and any brand guidelines
Figures are targets based on a R5,000 monthly ad spend and a 30% gross margin. ROAS is total Shopify revenue divided by total ad spend.