Multi-Channel Brand Work

“Aged, Not Rushed” Web Campaign

The Challenge

Vintner’s Daughter had 40+ awards and a cult following, but the brand was still competing on the same “clean, effective, luxurious” claims as every other premium serum.

The Approach

“Aged, Not Rushed” tells the story of how, not what — the brand’s infusion and sourcing process is the result of a standard borrowed from winemaking. That process is entirely the brand’s own, something no competitor can borrow or repeat.

The Work

I developed an integrated web campaign spanning display advertising, organic social, homepage merchandising, and long-form content, built around the brand’s 40+ industry awards, whole-plant ingredient story, and founder’s third-generation winemaking heritage. The display ads outperformed the beauty category average by nearly 50%, the launch Instagram post got more than double the engagement of a typical brand post, and over 1 in 10 people who saw the homepage module clicked through to shop — with the blog feature holding attention well past the average scroll-and-bounce.

• Banner Ad (Display Advertising) — A leaderboard and retargeting companion unit anchored by the award citation and “Aged, Not Rushed” headline, run across beauty & wellness sites. Beat the category benchmark on prospecting clicks, and retargeting performed even better — no surprise, since these were shoppers who’d already considered the serum once.
• Social Post (Instagram Feed) — A founder-story caption paired with product application imagery. Earned a 2.1% engagement rate, driven largely by saves, and drove a 4.1% increase in bio-link clicks during the hours the post was live.
• Website Module (Homepage Feature Block) — Award and ingredient stats paired with a “Discover the Ritual” CTA. More than 1 in 10 homepage visitors who saw it went on to the product page.
• Blog Post (Vida Stories Journal) — Long-form founder narrative with embedded clinical results and recognition sidebar. Readers stuck around for over three minutes on average and made it well past the fold to the clinical results section.