Case Studies – Playbook Ads

FROM CHALLENGE TO CONVERSION

Scaling retail revenue through precision paid media.

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Coastal Spirits & Wine

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WINGS Sports Bar & Restaurant

By combining strategic organic content, targeted advertising, and proactive online reputation management, WINGS transformed its digital presence into a more effective marketing channel.

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Coastal Spirits & Wine × Playbook Ads

Brand Overview

Coastal Spirits & Wine is an independently owned liquor store located in Port Moody, British Columbia. Built around the idea of curiosity, discovery, and community, the store offers a thoughtfully curated selection of wine, spirits, craft beer, and unique gifts that reflect the lifestyle of the West Coast. When Coastal Spirits & Wine acquired an existing liquor store location, they faced the challenge of introducing an entirely new brand while retaining loyal local customers and attracting a broader audience through the Tri-Cities.

Challenge

Although the physical location already had an established customer base, Coastal Spirits & Wine needed to:

Build brand awareness for an entirely new brand identity
Retain customers from the previous liquor store
Create excitement around the grand opening
Develop a sustainable marketing strategy that would continue driving traffic after launch

The objective was not simply to generate one successful grand opening weekend, but it was to establish Coastal Spirits & Wine as a recognizable neighbourhood one stop shop.

Our Strategy

Playbook Ads stepped in to develop a comprehensive digital go-to-market strategy that combined brand awareness with ongoing customer engagement. Phase 1: Grand Opening Launch We planned and executed a digital launch campaign designed to maximize awareness and build excitement ahead of opening day by:

Building local brand recognition (organic social)
Promoting the grand opening event and promotion (organic & paid social)
Driving in-store visits (paid social)
Introducing the Coastal Spirits & Wine brand story to the community (organic social)

Facebook and Instagram paid social campaigns were strategically targeted to residents throughout Port Moody and neighbouring communities most likely to visit the store. Phase 2: Always-On Brand Growth Following the successful launch, we transitioned into a long-term digital marketing strategy focused on keeping Coastal Spirits & Wine top-of-mind throughout the year. Each month, we created paid social campaigns on Meta that promoted:

Monthly featured products
Seasonal promotions
Holiday campaigns
New product arrivals
Curated production recommendations and pairings

Creative assets were refreshed monthly to align with changing consumer interests and seasonal buying behaviour while reinforcing the brand’s West Coast neighbourhood focused identity.

Results

Through a consistent digital marketing strategy, Coastal Spirits & Wine successfully established itself as a recognizable local brand while continuing to expand its customer base beyond the previous store’s existing clientele. Highlights include:

Successful launch of a new retail brand in an established market
Increased local brand awareness through targeted paid social advertising on Meta
Continuous monthly campaign execution supporting seasonal promotions and product launches
Sustainable marketing strategy that continues driving awareness and in-store traffic

Rather than relying on one-time promotional efforts, the business has maintained a consistent digital presence that supports long-term growth and customer loyalty.

Why It Worked

Our strategy combined go-to-market strategy with long-term brand building. Every campaign was treated as an opportunity to learn, optimize, and improve future performance. Instead of treating the grand opening as a standalone event, we developed an ongoing marketing framework that continuously introduced Coastal Spirits & Wine to new audiences while giving existing customers reasons to return month after month. We conducted comprehensive monthly performance reviews, analyzing key metrics such as reach, impressions, click-through-rate (CTR), and cost-per-click (CPC). These data driven insights directly informed the next month’s digital strategy. High-performing creatives, messaging, and audience segments were scaled to maximize results. Underperforming elements were opportunities for testing new concepts, promotional angles, and creative formats. This continuous cycle of measuring, learning, and refining allowed Coastal Spirits & Wine’s marketing strategy to evolve alongside customer behaviour, ensuring each campaign became more effective over time rather than relying on a one-size-fits-all approach.

WINGS Sports Bar & Restaurant

Client Background

WINGS is a sports bar and restaurant chain looking to strengthen its digital presence, increase customer engagement, and drive more traffic to its locations. Although the brand had established social media channels, posting was inconsistent, and many key promotions, sporting events, and daily specials were not being actively marketed. This presented an opportunity to build a stronger online presence and create a more consistent brand identity.

Client Objectives

WINGS partnered with us to:

Increase brand awareness across digital platforms.
Promote major sporting events and viewing parties.
Drive more dine-in traffic and customer engagement.
Build a stronger and more recognizable brand identity.
Maintain an active and professional online presence.
Increase awareness of daily specials, promotions, and seasonal campaigns.
Improve customer relationships through online reputation management.

Services Provided

Our team provided full-service digital marketing support, including:

Organic social media management
Facebook and Instagram content planning and scheduling
Graphic design and promotional creative development
Meta (Facebook & Instagram) advertising campaigns
Google Ads campaign management
Event and promotional campaign planning
Online reputation management through Google Business Profile
Community management and customer engagement
Brand consistency across all digital platforms

Content Strategy

We developed a content strategy that balanced engaging lifestyle content with promotional campaigns to keep WINGS’ social media channels active, informative, and engaging.

Content included:

Customer-focused lifestyle posts showcasing guests enjoying the restaurant
Major sporting event promotions, including World Cup, playoffs, championship games, UFC events, and other live sports
Viewing party announcements and event promotions
Daily food and drink specials
Limited-time offers and seasonal promotions
Holiday campaigns
Prize giveaways and contests
Featured menu items and new product launches
Restaurant atmosphere and behind-the-scenes content

This mix of content helped showcase the WINGS experience while encouraging customers to visit for both everyday dining and special events.

Paid Advertising

Alongside organic social media management, we developed and managed targeted advertising campaigns across Meta platforms and Google.

Campaigns promoted:

World Cup and major sporting event viewing parties
Restaurant promotions
Daily food and drink specials
Seasonal campaigns
Limited-time offers
Special events and giveaways

Advertising campaigns were strategically targeted to local audiences to maximize awareness, increase event attendance, and drive traffic to restaurant locations.

Online Reputation Management

To complement our marketing efforts, we also managed WINGS’ online reputation through its Google Business Profile.

Responsibilities included:

Monitoring incoming customer reviews
Responding professionally to positive and negative reviews
Thanking customers for their feedback and encouraging repeat visits
Addressing customer concerns with thoughtful, brand-aligned responses
Flagging reviews that violated Google’s review policies when appropriate
Helping maintain an active, trustworthy, and customer-focused online presence

This proactive approach helped reinforce customer trust while demonstrating WINGS’ commitment to excellent service.

Results & Improvements

Our work significantly strengthened WINGS’ digital marketing presence and created a more cohesive brand experience across online platforms.

Key improvements included:

Established a consistent and engaging social media presence.
Increased visibility for sporting events, viewing parties, promotions, and daily specials.
Built a stronger and more recognizable brand identity.
Improved customer engagement across Facebook and Instagram.
Expanded audience reach through targeted Meta and Google advertising.
Increased awareness of seasonal campaigns and promotional events.
Showcased the restaurant atmosphere and customer experience through authentic content.
Strengthened customer trust through active online reputation management and timely review responses.
Created a consistent marketing strategy that combined organic content, paid advertising, and community engagement.

Overall Impact

By combining strategic organic content, targeted advertising, and proactive online reputation management, WINGS transformed its digital presence into a more effective marketing channel. The business gained greater visibility for sporting events and promotions, strengthened its brand identity, increased engagement across its online platforms, and maintained a professional, customer-focused reputation that supported long-term growth.