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BEST IN GLASS

  • BRANDS: Nova Podcasts, Smooth FM
  • INDUSTRY: Alcohol & Liquor
  • MARKET: National
  • MEDIA MIX: Creator-Led, Digital, Experiential, Podcast, Socials - Brand, Video
Brand Challenge
Our Solution
Campaign Performance
Media Mix
The Takeaway
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Brand Challenge

Turn the Best in Glass Wine Awards into a distinctive reason for Australians to choose Dan Murphy's, strengthening trust, consideration and action beyond price and range.​

Our Solution

Give Dan Murphy’s wine expertise a warm, credible voice that could move audiences from discovery to consideration and action.

Best in Glass was transformed from an awards platform into a trusted purchase cue. Mel Doyle was positioned as the familiar face of the campaign, amplifying her influence through expert-led storytelling and a national audio ecosystem. The connected experience made award-winning wine feel easier to understand, trust and choose.

Campaign Performance

94%
of exposed listeners had improved perceptions of Dan Murphy’s​
44%
of exposed listeners purchased because of the Mel Doyle and Best in Glass association​
98%
of exposed listeners said they are likely to visit Dan Murphy's in the next 3 months
44.2k
video views
71% above guarantee

A Closer Look

Mel Doyle Live Read

The Takeaway

By pairing Mel Doyle’s familiarity with expert-led content and full-funnel audio scale, Dan Murphy’s turned an awards platform into a credible purchase cue. The campaign did more than generate reach: it strengthened perceptions, consideration and measurable action.​

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SPREADING BRAND LOVE
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PARENTING MESS, BRAND SUCCESS
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BUILDING RELEVANCE WITH THE NEXT GENERATION
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MUSIC THAT MOVES PEOPLE
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THE VALUE OF A LASTING LEGACY
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PLAY LEAVE PAYS OFF
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DRIVING OUTDOOR INSPIRATION
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BEST IN GLASS
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FROM SIDE QUEST TO STORE VISIT
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THE RECIPE FOR INFLUENCE(R)
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