"Here and now...Back Then"social campaign
This is the campaign designed for the Bodega Maestrago wine label.
This is the campaign designed for the Bodega Maestrago wine label.
TO WHO? MILLENIALS
This generation consumes wine, but introduces anew standard of consumption compared to the previous generation. They prefer information/ recommendations obtained through friends and familiars; give less attention to geography as a quality factor and brands are important as well as prizes and competitions medals. With strong aesthetic sense, they value the image/ design of labels.
Aware of the new legislation and the health, they value the percentage of alcohol contained in the drink, verifying a preference for wines with lower alcohol content and organic wines also are highlighted (for health and environmental reasons).
THE IMPORTANCE OF INFLUENCERS
Influencers can make the world go round.
Not only will the right kind of influencers speak to your target audience well, but they will also become ambassadors for the premium experience your range of wines offers.
Influencers are renowned for bridging a slice of life narrative with an aspirational lifestyle projected on digital media.
Your influencer marketing plan for 2023 should have a good balance of micro, nano, and macro-influencers that both occupy a niche in the wine industry as well as talk broadly about food and lifestyle. This will help target a wider range of audiences in different formats.
SUBJECTS & THEMES
Winemaking, viticulture, culinary, food pairings, hospitality and design are trend topics.
ABOVE ALL
quality, good presentation, aesthetic sense.
HERE AND NOW...
The campaign will deal with:
- blogger/influencer who tells the story of the wine firm through his thoughts, travels, experiences, emotions (posts, videos look like a journal)
- A "house" wine critic who takes care of giving his opinion as an expert and who inspires trust since he is recognized by followers and consumers (videos, post like collected as an encyclopedia)
- The company team, which is shown in its backstage. (stories, videos)
- The owner create loyalty through “when to drink” and “how to” (videos)
...BACK THEN
The campaign will deal with:
- posts about family members
- behind the scene of the production of each wine
- behind the scene of setting up every estate
- a "blog" to post recipes, updates from the winemaker, a real recipe "book" of tradition
THE BRIDGE BETWEEN PAST AND PRESENT
- consumers who become advocates for other followers who feel closer and more involved in the world of the wine industry create their contents tagging the company and using hashtags (videos, posts)
