CaseStudy“Our partnership with Taboola has only gotten
stronger over time. With the support of the Taboola
team, we’ve scaled and optimized our campaigns
and delivered our key KPIs. Taboola is consistently
developing their offering to advertisers. For example,
their targeting and bidding tools and the Taboola
Creative Shop have only gotten better over time.
We’re excited to continue scaling our campaigns
with Taboola through 2021 and beyond.”-J ames Nellany, Global Head of Digital Marketing

8,000F OO D & D RINK

Naked Wines Gains
8,000 New Sign-Ups withTaboola in Just 8 Months

New Signups in the UK,
US and AUS in Just 8 Months

33%
Higher Lifetime Value (LTV)
than Naked Wines Average

CaseStudy

COMPANY
Naked Wines is a customer-funded wine businessthat connects consumers with wines from independent
winemakers at a discount.
CHALLENGE
Attract new sign-ups to their service in the form of Naked
Wines Angels (customers that fund the business) in theUK, Australia and the US.
SOLUTION
Use Taboola to distribute interactive, educational content
with CTAs that prompt consumers to sign up for Naked
Wines, and work with Taboola’s Creative Shop tooptimize campaigns.
RESULTSWith Taboola, Naked Wines drove 8,000 new signups
in the UK, US and Australia in just 8 months with a 33%
higher LTV than is typical for Naked Wines.

Taboola Customers Have a 33% Higher Lifetime
Value than Average Naked Wines Customers

CaseStudy
Introduction
Naked Wines is a customer-funded winebusiness. Their customers, or angels, invest$40 a month into their nakedwines.com
piggy bank. Naked Wines then uses that
deposit to invest in talented, independentwinemakers. In return, customers areoffered exclusive wines at insider prices(up to 60% off retail).

CaseStudy
Naked Wines Connects Wine Lovers withIndependent Winemakers on Premium Publisher
Sites
Heading into quarantine in March of 2020, Naked Wines saw an opportunity
to reach more wine lovers now looking to purchase wine online.
In order to connect wine lovers with good wine from local, independent
winemakers, Naked Wines created a Taboola campaign for the purposeof finding new Angels on premium publisher sites. As a customer-fundedbusiness, these Angels sign up for a Naked Wines subscription, unlocking
wine discounts of up to 60% off the retail price.
Their campaign targeted wine lovers in the United Kingdom (UK), Australia
and the United States (US). Originally, they targeted UK consumers
exclusively, but expanded their approach to Australia and the US when theysaw initial success.
With Taboola, Naked Wines was able to easily segment audiences by age,which was important to stay compliant with local regulations that surroundalcoholic beverages in each country.

Naked Wines Increased Performance Working withTaboola’s Creative Shop
Naked Wines worked with Taboola’s Creative Shop to add descriptions
and calls-to-action (CTAs) to their ad creatives, further improving theirresults. The also tested video sponsored content (SC) creatives, which theyfound to be effective.

Taboola’s Creative Shop increased the campaign’s vCTR by 33% anddecreased CPA by 18% in a four month timeframe for Naked Wine’s UK
targeted campaigns.
“Our experience working with Taboola’s Creative Shop on our UK
campaigns was so successful that we asked for their support in our US
and Australian campaigns as well. They were able to help us effectively
implement performance-driving features like descriptions, CTAs andvideo SC.” - James Nellany, Global Head of Digital Marketing, Naked
Wines
Naked Wines is a unique, disruptive way for consumers to purchasewine. Because of this, Naked Wines used a content-led approach toone of their Taboola campaigns, allowing them to fully explain their offer
to potential consumers while also driving a high number of conversions.
A performance-led campaign ran alongside their content-led campaign,
directing consumers to buy wine based on low prices.
Both campaigns led to a personalized and interactive questionnaire,
where consumers were quizzed on how much they knew about the winebusiness. This included questions like how wine is priced, where theproceeds go, the best types of grapes to make wine, and more. The
end of the quiz prompted consumers to receive a discount code toredeem on their website in exchange for their email.