THE CHALLENGE: How to boost top-of-mind awareness of an overlooked wine region with a jaded wine trade in a cluttered category?
THE WORK: We thought outside the wine box and unleashed comedian Greg Proops as “The Recommendeuer,” an International Wine Mastermind, on an unsuspecting audience. His offbeat recommendations of Washington State wine were captured in short videos and sent to select wine trade and media influencers on personalized iPads, along with maps, facts and other interactive grape science. We developed a custom app and made all iPad content shareable via social media. From there, the campaign launched into a full-scale, target-market consumer effort that included broadcast, digital, print, in-store/POS, events, direct mail, mobile and restaurant/retailer promotions.
THE RESULTS: A 41% increase in recommendations in the target markets. 131% increase in table wine sales. 67% more added value on top of paid media. Eleven advertising awards. Most notably, by the time the campaign finished, Washington State Wine had become the second-largest producer of premium wine in the country.