John Hancock and his eldest son Willy have set out together with their new wine brand Hancock and Sons. We constructed a digital strategy that utilised social media and email marketing to increase awareness of their brand, the wines they produce and where to purchase it both in-store and online.

The Approach

We used the personality of the brand to promote their point of difference in a highly competitive market. We told their story, engaged their current audience and attracted interest from their prospective customers via online content marketing and advertising.

Digital Strategy + Content Production + Social Media + Email Marketing

Digital Strategy

The goal was to boost the awareness of the Hancock and Sons wine brand in the New Zealand.

We used social media to elevate their reach and impressions among wine drinkers in this region and we conducted regular email marketing campaigns that encouraged the trial and purchase of their wines from their e-commerce site along with recent news, events and items of interest.

Content Production

We produced unique content that utilised their well-designed brand assets including labels, fonts, colours, illustrations and motifs. This was used in both email and social media content to stimulate interest in the brand and engage their audience online.

Social Media

Social media was the main driver to increase reach and impressions of the Hancock and Sons brand.

Tailored content marketing and strategic advertising gave us an avenue to build awareness, engagement and conversion for Hancock and Sons.

Content Management

Their e-commerce site built on WordPress was the central platform we utilised to integrate email marketing, update news, content & product information and initiate and activate discount coupon codes.

Email Marketing

Email marketing for Hancock and Sons allowed us to reach and market to an existing database of potential customers. We were able to activate and advertise special offers and discounts to existing customers that rewarded their loyalty to the brand.

Hancock’s Half Dozen Deal

Hancock’s Half Dozen was a deal for friends and family. It gave customers a chance to taste the current Hancock and Son’s range with a mixed 6 pack of wine at great value. The deal also invited customers to join the Hancock and Sons Wine Club (a way to keep in touch with their latest wine releases, special offers, news and events).


John Hancock, Managing Director & Winemaker at Hancock & Sons,

“It is a pleasure working with Abe to develop the social media and digital marketing aspects of our new wine brand Hancock & Sons.  He has picked out the essence of our brand and represents it as though we are doing it ourselves. I am enjoying the way he is growing into the role”.

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