Laithwaites: Performance Influencer Engine
From Storytelling to Sales: Turning Influencers into a Performance Engine
2.5M
Impressions
15.7x
ROAS
3,358
Purchases
From Storytelling to Sales: Turning Influencers into a Performance Engine
Laithwaites needed to cut through a crowded, credibility-driven wine category and drive measurable sales without relying on overtly promotional messaging. We built a performance influencer system that placed the brand inside real, everyday moments - turning hosting, cooking, and social occasions into natural purchase triggers.
By partnering with trusted creators and amplifying their content through paid, we transformed authentic storytelling into a scalable performance engine - delivering both cultural relevance and exceptional commercial return.
The objective was to drive meaningful sales in a highly competitive category where trust is critical, while maintaining a premium, credible brand position. This required balancing authenticity with performance ensuring influencer content resonated organically, converted efficiently, and could scale through paid without losing impact.
We partnered with carefully selected creators who authentically integrated Laithwaites into everyday moments - from hosting, cooking, to socialising. Organic-first content was strategically amplified through paid media, allowing us to scale high-performing creative, optimising in real time, and maximise efficiency across audiences. This combination of credible storytelling and performance-led distribution enabled us to drive both scale and strong commercial returns.
The campaign transformed influencer activity into a high - performance sales engine, significantly outperforming all targets. It delivered 3,358 purchases from just £18K in spend, achieving a £5.36 CPA and a market-leading 15.7x ROAS, proving that authenticity, when structured correctly, drives both efficiency and scale.
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