Boeger Winery
| Paid Social Advertising | Meta Advertising | Audience Targeting | Creative Strategy | Event Marketing |
Introduction
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In 2024, Boeger Winery sought to increase attendance at their seasonal events and engage a younger audience. Traditionally, their events had strong attendance from older demographics, but they wanted to attract more millennials to grow long-term affinity and customer lifetime value. One signature event was WOGA — a blend of wine and yoga — held across multiple summer dates. Historically, this event struggled to draw enthusiasm and ticket sales. Two Trees PPC partnered with Boeger Winery to help reimagine their paid social strategy and expand event reach meaningfully. |
Overview & Strategy
Boeger Winery partnered with Two Trees PPC to increase awareness and ticket sales for their seasonal events while reaching a younger, millennial audience. While the winery had a strong foundation of loyal attendees, many of their events historically skewed toward older demographics and had limited success attracting new audiences. The goal was to modernize their approach and create momentum around experiences that hadn’t previously reached full capacity.
After aligning on goals, audience priorities, and platform limitations, we developed a paid social strategy centered on Meta advertising. Facebook and Instagram were identified as the most effective channels for reaching the desired audience, especially given the restrictions around alcohol advertising on emerging platforms. Our strategy focused on leveraging advanced audience targeting, thoughtful creative, and messaging that highlighted the experiential nature of Boeger’s events while resonating with a more lifestyle-driven, wellness-oriented demographic.
Execution |
We began by building custom and lookalike audiences on Meta platforms based on interests, behaviors, and likely affinities for wine, wellness, and lifestyle events. With these audiences established, we developed multiple creative concepts and messaging variants optimized for both Facebook and Instagram feeds and Stories. Key activations focused on launching seasonal and event-specific ad sets tailored to WOGA dates, supported by creative that highlighted the experiential nature of the event — blending wine, yoga, and community. Copy and visuals were intentionally designed to resonate with a millennial audience while staying true to Boeger’s brand spirit and authenticity. Our approach balanced performance optimization with creative messaging that felt natural, engaging, and aligned with how prospective attendees discover and connect with lifestyle events. |
Results
This campaign marked Boeger Winery’s first year working with Two Trees PPC on paid social advertising for seasonal events, and the impact was immediate. By combining refined audience targeting with creative built specifically to resonate with a younger, lifestyle-driven audience, the WOGA events saw significantly stronger demand than in previous years.
Across multiple summer dates, ticket sales accelerated quickly after campaigns launched, ultimately resulting in back-to-back sold-out events — a first for Boeger Winery. In several instances, demand exceeded expectations so rapidly that ads were paused earlier than planned, as available tickets had already been claimed. This shift not only reflected stronger engagement but also demonstrated a clear alignment between the messaging, creative, and audience being reached.
From an efficiency standpoint, the campaigns outperformed prior years as well. Compared to similar historical efforts, cost per click and cost per acquisition decreased year over year, allowing Boeger to generate more ticket sales while spending more efficiently. With approximately 90 tickets sold across two events and total ad spend averaging out to roughly $5 per ticket, the return on investment highlighted the strength of a focused, performance-driven approach.
Beyond immediate ticket sales, the campaign helped reposition WOGA as a must-attend seasonal experience rather than a niche offering. Engagement from new and younger attendees created momentum that extended beyond individual event dates, laying the groundwork for sustained audience growth and stronger turnout for future winery events.