Case Study 1:
Value Wine Brand National Launch
Challenge: Successfully launch a new national wine brand, SRP $7.99, by securing coverage from traditional wine writers who rarely write about wines under $10 and generating enthusiastic consumer word of mouth.
Initiative: Built an emotional connection to the brand through key story elements: winemaker spokesperson and a charitable cause value proposition with strong appeal to Millennials: a percentage of wine sales were donated to Soles4Souls (S4S).
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Developed a word-of-mouth campaign, conducted extensive media and blogger outreach and sampling, plus initiated winemaker programs in support of S4S community activities.
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Created a brand voice on Facebook that was high energy, fun and a bit irreverent capturing the attention of blogger networks and resulting in strong consumer engagement and amplification of the brand.
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Generated large amounts of user-generated content including wine lifestyle photos, recipes, traditional and unconventional pairings while generating hundreds of positive reviews.
Summary: Led with a word of mouth strategy to social media influencers that gained the attention of consumer media across print, broadcast, online and ignited a passionate word-of-mouth following for this new wine brand. Worked with bloggers to conduct on-line tastings and several successful Twitter parties; created one of the most successful offsite parties at national blogger conference, BlogHer 2011, that attracted additional fans and created significant additional social media buzz.
Results:
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Sales of over 600K cases in the first year
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“The most buzz-worthy wine on the internet”, according to Buzz Tracker (2011)
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Market Watch Leader’s Choice Award for “Best New Product – Wine” (2012)
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"This PR team was the best strategic partner that Soles4Souls ever had.” Wayne Elsey, former CEO, Soles4Soul.
In 10 months from launch, we generated key third party endorsements with 891 positive media placements in top national, regional and local outlets. Earned media hits included:
Print: Augusta Chronicle, B Metro Magazine, Dallas Morning News, Detroit News, Gayot, Herald Bulletin, Las Vegas Review-Journal, Napa Valley Register, Nashville Lifestyles, Press Democrat, Real Simple Magazine, Salt Lake City Weekly, San Francisco Weekly, Savvy MN Magazine, Seattle Weekly, Shape Magazine, Tasting Panel Magazine, Times Record News, Tribune Star, Tucson Citizen, Washington Life, and Wine Enthusiast.
Online: About.com, Ann Arbor.com, Benito's Wine Reviews, Bloomberg-Businessweek, Champagne Living, Cheap Wine Ratings,Examiner.com, Good Wine Guru, Grape Sense, Grub Street, LA Weekly, Modern Day Moms, My Gourmet Connection, Rachel Ray Blogs, Reverse Wine Snob, Shape Magazine Online, Sign On San Diego, and Wine Chicks Guide, Wine Spectator Online.