Paint Pinot, hybrid B2C + corporate-event B2B.
Paint Pinot is an Australian licensed paint-and-sip art wine bar. Individuals book a seat for a birthday, an anniversary or a gift, and event organisers book the room for team building, end-of-year functions and corporate Christmas events.
Paint Pinot: retail and corporate bookings on one WooCommerce store.
The engagement covered both layers.
On the retail side, the work was occasion-led: creative built around Mother's Day, anniversaries, Christmas and birthdays, gifting-aware UX on the storefront, occasion-led Meta paid social, and Google Ads against high-intent experience-gift search.
The corporate side was run as a separate audience with its own ad copy, creative and pricing logic: team-building and corporate Christmas event packages, group pricing tiers, an event organiser account workflow, LinkedIn account-based work, Google Ads against corporate event search, and account-direct relationship marketing.
Both sit on one WooCommerce build with Wholesale Suite. That carries customer-group tier pricing, B2B-only product visibility, a group quote workflow and NET terms invoicing for corporate accounts, with the wholesale layer kept clear of the public storefront.
The two channels run on separate cadences: occasion-spike Meta and Google Ads for retail, LinkedIn and account-direct marketing for corporate, under one brand identity.
Experience brand, B2C retail + corporate-event B2B.
Occasion + gifting + event retail
B2C experience-retail layer, occasion-driven creative (Mother's Day, anniversaries, Christmas, birthdays), gifting-aware UX, occasion-led Meta paid social, Google Ads for high-intent experience-gift search. Brand-aesthetic creative chassis applied across.
B2B wholesale to event organisers
B2B wholesale layer for corporate event organisers, team-building event packages, corporate-Christmas-event programmes, group-pricing tiers, event-organiser account workflow. Corporate B2B is a separate audience with different ad-copy, different creative, different pricing logic.
WooCommerce wholesale architecture
WooCommerce + Wholesale Suite, customer-group tier-pricing, B2B-only product visibility, group-quote workflow, NET-terms-invoicing for corporate accounts. Wholesale layer that doesn't fight the public B2C experience-retail storefront.
Different cadence for B2C vs B2B
Dual-channel marketing cadence, B2C experience-retail gets occasion-spike Meta cadence + Google Ads on high-intent search; corporate B2B gets LinkedIn ABM + corporate-event-search Google Ads + account-direct relationship marketing. Two engines, one operating model.
Experience brands often have two distinct audiences.
Experience brands serve two distinct audiences, individual buyers (gift-giver, occasion-purchaser, lifestyle-curious) and corporate event organisers (team-building budget, corporate-Christmas-event budget, EOY function budget). Different audiences, different cadence, different creative, different pricing.
The marketing job is to run two engines side-by-side without confusing the brand identity, B2C experience-retail through Meta + Google + Klaviyo on the public storefront, corporate B2B through LinkedIn + corporate-event-search Google Ads + account-direct relationship marketing on a wholesale-gated portal.
Paint Pinot ran the hybrid experience-brand programme on WooCommerce + Wholesale Suite, B2C retail + corporate-event B2B. services delivered.
Paint Pinot, the licensed paint-and-sip art wine bar we fill sessions for.
What did 121 Group do for Paint Pinot?
121 Group ran Google Ads, paid social and LinkedIn for Paint Pinot. The site runs on WooCommerce.
What industry is this consumer ecommerce case study in?
Paint Pinot operates in consumer ecommerce. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach consumer ecommerce marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Experience brand with a corporate / B2B layer?
Thirty-minute call. We'll look at your B2C experience-retail engine, your B2B / corporate-event layer, and your hybrid platform architecture.