Content that Worked on Me in 2024
And how I'm applying it to my client's content in 2025
I’m always paying attention to the marketing that hooks me, not just as a marketer, but as a consumer. This year, three brands pulled me in and convinced me to purchase their products without ever experiencing them in person—and they’ve kept me coming back because their products are good and their content is even better.
This post highlights what worked for me as a consumer, breaks down why it resonated, and offers actionable takeaways for wineries to apply in their own marketing in 2025.
1. Violette_Fr: Authenticity Meets Education
I can’t remember the exact post that first introduced me to Violette_Fr, but their ads worked their way into my feed enough times that I couldn’t resist trying them for myself. I ended up purchasing their Bisou Balm, a sheer matte lipstick-meets-hydrating balm. The first shade I bought, Amour Fou, has been sold out for a while (cue heartbreak, I’m almost out), but I’ve since added Rose Latte and Sucette to my collection.
The founder’s authentic presence in videos explaining why she created the products and how she chose the shades is what worked on me. She seamlessly blends iPhone and professional visuals, making the content feel polished and approachable. Influencer partnerships are handled organically, and her content highlights the products being used by people with different skin tones—a must for inclusivity in the beauty industry.
Takeaway for Wineries:
Be the Face of Your Brand: If your winemaker or founder is comfortable in front of the camera, have them share the story behind your wines. Explain why a vintage is special or how you decided on a particular blend.
Educate Your Audience: Use videos to teach people how to enjoy your wine, from food pairings to serving tips, making the experience more accessible and desirable.
2. Bero Brewing: Branding That Stands Out
Bero Brewing, Tom Holland’s non-alcoholic beer brand, caught my attention through a trusted content creator, Ashwinn Krishnaswamy (@shwinnabegobrand), who shared it in his Instagram Stories. What hooked me initially wasn’t the celebrity association (I didn’t even realize it was Tom Holland’s brand at first); it was the sleek, sexy, premium packaging.
Unlike many non-alcoholic beer brands that lean into kitschy or overly casual vibes, the branding felt elevated and intentional. Learning about Holland’s journey with sobriety only deepened my respect for the brand, as it aligns authentically with his values (something that is lacking in so many celebrity beverage brands). I will dive deeper into the Bero branding in a future post, but for now, know that the product more than meets the expectations set by the branding (again, something that can’t always be said for celebrity beverage brands).
Takeaway for Wineries:
Invest in Premium Visuals: Packaging and branding matter, especially for premium products. Ensure your labels, website, and content reflect the quality of what’s in the bottle.
Align Your Brand Story: Share the values behind your wine. If sustainability or small-batch production is a core part of your mission, let that shine through in your marketing.
3. Ffern: The Power of Sensory Storytelling
I’ve already written a deep dive on Ffern’s marketing strategy, which you can find here. But to recap, Ffern hooked me with a hauntingly beautiful Instagram ad featuring a Sam Lee music video, and I ended up on their waitlist for their Summer 2024 scent.
Ffern’s sensory storytelling blew me away. Their marketing extends beyond scent, incorporating taste (a tea blend included in the package), sight (beautiful artwork), sound (music that inspired the scent), and even a sense of time and place. It’s immersive, emotional, and deeply memorable.
Takeaway for Wineries:
Create an Experience: Think beyond the wine itself. Could you include small elements in shipments, like a local recipe, a playlist, or a handwritten note?
Use Storytelling: Build a narrative around your wine that ties it to a sense of place or season, making it an experience, not just a product.
The TL;DR:
These are all brands that know who they are and likely have a lot of capital behind their marketing and branding, but that doesn’t mean that we with smaller budgets can’t emulate the things that made their marketing work on me (and thousands of others, I’m sure). Here’s what we can take away:
Show the human side of your brand through authentic storytelling.
Invest in premium visuals that align with your product’s quality.
Use sensory storytelling to create a deeper connection with your audience.
