This document outlines a campaign by a wine brand to engage millennial wine drinkers. It involved crafting tactics to facilitate social conversations among friends to build the brand. Tactics included in-store displays, coasters, and a mobile app combining expert recommendations and crowdsourced reviews. For social media, the brand developed a strategic plan, analyzed metrics, managed multiple accounts, and maintained customer care. After 4 months, the mobile app saw nearly 65,000 downloads exceeding projections. Visuals and infographics were tailored for the social media strategy.

1. Brands
without
borders.
™
Millennials: Engaging a Key
Wine Drinking Demographic

2. A Wine to Share with the Social Generation
Understanding the consumer mindset
Enjoying wine is a social experience. Through our
research, we came to understand that the wine
experience revolves around friends. We also
discovered that friends are the single most
important influential force in the lives of Millennials.
The Goes Well With Friends campaign taps into this
generational insight through carefully crafted
tactics to facilitate conversation among friends to
build brand equity.

3. Mass Display
In-Store
Off-premise opportunity to engage
younger consumers with bright
visuals that set themselves apart
from the “sea of sameness.”
OND
(Holiday Season)

4. Case Glorifiers
In-Store
Ideal for smaller
or secondary
display locations.
OND Flow
(Holiday Season)

5. Bottle Neckers
In-Store
The values of Care, Craft,
and Conserve helped define
the message architecture
across channels.

6. Bottle Neckers
In-Store
IRC’s and MIR’s with specific retail
offers helped increase sales during
the holiday season.

7. Coasters
On-premise
Front
Coasters educate on the
brand’s key value messages
and provide an interactive
opportunity for the digitally
inclined to animate them via
the mobile app.
Back

8. ‘K-J Recommends’
Mobile application
A breakthrough in the wine
industry: a first of its kind to
combine expert recommendations
with crowdsourced user
information from Social Media.
Success Overview:
Nearly 65,000 downloads in
just 4 months.
3-month download projection
reached the 1st month.

9. Social Media
What we’ve done for K-J’s online presence
Strategic Consultancy
Developed a full strategy through:
• Brand understanding
• Competitive landscape analysis
• Market condition identification
• Aligning with brand’s business goals
Metric Analysis
Results are everything. We begin by
identifying the brand’s social media
objectives. We then measure the quantity and
quality of the interactions with users through
different tools. This constant measuring allows
us to identify the strengths, as well as adapt
any content to ensure maximum success.

10. Social Media
What we’ve done for K-J’s online presence
Community Management
Managed Facebook, Twitter, Instagram, and
Pinterest with the following steps in mind:
• Content curation
• Monitoring, moderation, and interaction
• Blogger/online influencer relationship building
Customer Care
Maintain a positive reputation through
active listening and monitoring. When an
issue arises, we use a contingency plan
previously approved by the team to help
answer users’ questions and concerns in
an appropriate and timely manner.

11. Social Media
Engaging, vibrant visuals tailored to Social Media Strategy
Photo shoots, illustration, graphic Interactive infographics
design and photography

12. Social Media
4 months of great results