Relax, Drink, Prove Performance: How Firstleaf Increased Wine Subscriptions

Firstleaf, a wine subscription service, proved the performance of its ads running on Taboola through clicks and an increase in subscriptions by 478%.

Emily Spears, director of acquisition marketing at Firstleaf, believes Taboola and its creative team played a role in optimizing content, images and targeting, which became important to reach the correct consumers and introduce them to the wine club.

Taboola data on news readership trends shows an 80% increase in people reading about wine & spirits since the beginning of COVID-19.

The process to acquire new subscribers seems simple. Dave, for example, sees a Firstleaf ad on a news site that runs Taboola's widget. Dave clicks on the ad and lands on campaign’s landing page -- a unique landing page for people who click on the ad.

On Firstleaf's landing page, Dave is asked to take a quiz to determine what type of wines he likes. At the end of the quiz, Dave inputs his email address to get his results. Firstleaf presents Dave with between four and five wine suggestions.



As part of the suggestions, Dave is presented with the option to receive these wines by subscribing to Firstleaf. If Dave subscribes to Firstleaf, he receives the wines -- all because he landed on the unique landing page.

Taboola’s platform uses artificial intelligence and machine learning to reach consumers across premium publishers to help marketers increase awareness and sales for their brands.


Taboola says its data from 1.4 billion users each month allows publishers to easily A/B test headlines and images, measure article performance, and receive actionable alerts. All improve on the outcome of the campaign.

During the past three months, Taboola Newsroom has seen an 80% increase in readership for the alcohol and spirits category in the U.S., a statistic Firstleaf has used to justify increasing its investment in Taboola's discovery platform. Firstleaf increased spend in April with more budget added each subsequent month and were able to drive 5.7 times more sales than in Q1, 2020.





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