WINC Digital Performance & Conversion Optimisation
Sonar transformed Winc’s digital acquisition performance by rebuilding paid media foundations, tightening campaign operations, and launching a CRO program that improved lead quality without increasing spend.
The Challenge
Winc, one of Australia’s leading suppliers of workplace essentials, needed stronger and more consistent performance from its digital channels. Despite partnering with a large agency network, they weren’t receiving the strategic insight, optimisation discipline, or customer-acquisition focus required to drive sustainable growth.
Recognising the gap, Winc launched a competitive pitch to find a digital performance partner capable of delivering more than campaign execution, a partner who could diagnose inefficiencies, provide proactive recommendations, and drive measurable improvements month after month.
Their core objective was clear: acquire more business customers efficiently, without continually increasing media spend. Achieving this required smarter media buying, more effective creative, and better conversion experiences across key digital touchpoints.
The Solution
Sonar won the pitch and then we began by restructuring Winc’s entire performance media setup, implementing a new campaign framework across paid search and social. We optimised budget allocation, refined bid strategies, and strengthened targeting logic to drive higher-quality traffic and reduce wasted spend. This created a stable foundation for predictable, scalable performance.
We then partnered closely with the Winc team to establish a more agile, collaborative operating rhythm. Introducing faster creative refresh cycles, clearer test-and-learn plans, and sharper, more actionable performance reporting. This helped shift digital activity from reactive to proactive, improving both speed and quality of decision-making.
As media performance began to accelerate, Sonar identified a major opportunity for further efficiency: improving website conversion. We launched a CRO program focused on messaging clarity, form optimisation, UX refinement, and improved lead capture. Ensuring paid traffic translated into qualified business leads ready for sales engagement.
By addressing every stage of the funnel (media, creative, reporting, and on-site conversion) Sonar delivered stronger ROI across digital channels and improved alignment between Winc’s marketing and sales teams, creating a more efficient and sustainable acquisition engine.
The Results
Sonar achieved a comprehensive performance turnaround for Winc.
We re-engineered their paid media structure, tightened campaign execution, and introduced a CRO program that materially improved lead quality, all with no additional media investment.
For an organisation dependent on sales-qualified leads, the improved alignment between media efficiency, website conversion, and sales outcomes delivered significant impact.
The big result: a more efficient and sustainable acquisition system built for long-term growth.
"Sonar took a strategic, proactive approach from day one. They helped us not to just drive traffic, but drive better business outcomes."
Rhiannon Lelliott
Senior Digital Marketing Manager
