How a tiny canned-wine brand returned $22 for every $1
Mini Vacay — premium canned rosé from a sommelier-turned-mom — was a small fish in a big pond: brand noise, consumer fatigue, no influencer budget. DigiVino's "Living Large with LinkedIn" turned the platform into a personal-conversation engine and delivered a 22x return.
The challenge
How does an unknown brand earn awareness and trial without a big ad spend or a famous face? Mini Vacay needed an intimate way to reach the right people and invite them to try something new — cheaply.
What we did
Most people treat LinkedIn as a directory; we used it as intended — person-to-person nurture. We identified and engaged roughly 1,000 targeted audience members per month in genuine conversation, pre-qualifying about 75 ready-to-buy leads a month, segmenting by what each person cared about (sustainability, portion control, the brand's give-back cause). The campaign doubled as a live focus group.
The results
Over a 3-month campaign:
- 22 new customers from 1,000 contacts — at a customer lifetime value of $810 (best segments, $2,496).
- $22 returned for every $1 invested — and up to $69 on the highest-value segment.
- Tooling cost: $99 (Sales Navigator) vs. roughly $6,000 for the equivalent in LinkedIn InMail.
Common questions
Does LinkedIn work for consumer brands?
Yes. DigiVino's LinkedIn Lead Nurturing is person-to-person marketing that helped a B2C wine brand earn a 22x return — even though LinkedIn is thought of as a B2B platform.
Is this only for wine brands?
No — the lead-nurture method suits any new or stagnating brand that needs awareness and trial on a small budget.
Small budget, big results?
MiniVacay returned $22 per $1. Let's talk about your numbers.
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Respecting your inbox. Unsubscribe anytime. See our Privacy Policy.Source: DigiVino 'Living Large with LinkedIn' Mini Vacay case study (DTC Wine Symposium). Results reflect this client's specific program and are not a guarantee of future outcomes.