1. Case Study:
Evolution Wines & Spirits
Australian Wines Campaign 2012

2. Australian Wines Campaign
The following slides will show how
Evolution Wines & Spirit crafted a
content campaign. We wrote a
quality article on Australian wine,
sent out a press release, and
recorded an interview which we
used in our social media channels.

3. The Genesis
Jane Ferrari
Yalumba Vineyards Wine Ambassador
● Presenting Yalumba’s wines at a wine dinner
sponsored by Evolution Wines & Spirits.
Jane Ferrari, in her role as wine ambassador for Yalumba wines, was on tour in the United
States promoting her company’s wine. She is a well known person in the wine world and quite
the character. Evolution Wines & Spirits saw the wine dinner sponsorship as an opportunity to
draw extra attention to our Australian wine selection.

4. The News
Article
Australian
Wines Aren’t
Down and Out
With a wine dinner to promote, we took the opportunity to
educate our customers about Australian wines. The issue
we looked to address was explaining to them why they
should pay attention to Australian wines and why Australian
wines should no longer be considered cheap alternatives to
Californian or European wines.
Americans have grown accustomed to cheap Australian wine and perceive all Australian wines as cheap. As
more quality grapevines pass the complicated Australian quarantine process, the quality of Australian wines
naturally increase. With the increase in quality the price of the wines naturally increase as well. While there will
always be the “great value with a great taste” wines like Stump Jump Reisling, wine lovers will appreciate the
higher priced but well-worth it wines like Yalumba’s Cigar or The Signature.

5. The News
Press Release
Evolution Wines
& Spirits Hosts
Wine Dinner
with Australian
Wine
Ambassador
Jane Ferrari
We wrote a press release with Prairie Grass Grill about the
wine dinner and focused on Jane Ferrari. The press release
was sent through PR Newswire and we directly contacted
specific wine and food press outlets.
ChicagoNow.com
Yumbly.com
Starchefs.com

6. Multimedia
To further utilize the opportunity of having a celebrity
like Jane Ferrari available to us, we filmed an
interview with her.
We published the video to the Evolution YouTube
channel and followed up with social media to draw
attention to it as well as presenting it on our website*.
https://www.youtube.com/watch?v=N_26kwxKO_g
*Evolution took down the YouTube channel. Video is on a personal channel now.

7. Social
TWEETS
#aussiewine
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Facts from the article with links to article.
Quotes from Jane with links to the video.
Reviews on Australian wines with links to product.
Questions about favorite Australian wines.
Information regarding Yalumba wine dinner.
Information regarding Australian wine sale.
Tweets attempted to include @ notifications of Yalumba wine twitter accounts for easy retweets to
a relevant audience and @ notifications of Chicago wine bloggers/influencers.

8. Social
UPDATES
●
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Event notification.
Link to article.
Link to video.
Pictures of Yalumba wine dinner.
Questions regarding favorite Australian wines.

9. The Campaign Breakdown
Genesis
Article
Press
Release
Video
Social
A genesis creates news (articles, white
papers, press releases) which inspires
multimedia (pictures, videos, audio,
graphics). News and Multimedia fill the social
channels. Feedback from social can spawn a
new genesis.
Genesis

10. Measuring Success
Summary
Starting this campaign our measurement of success were
two basic elements: ticket sales to the wine dinner and
increased sales of Australian wines in the stores.
In our post-campaign analysis, we realized we should have
also been measuring engagement and response. Number
of retweets, likes, shares, etc. to determine how interested
our audience was in this promotion versus future
promotions.

11. Contact Information
Sean D. Francis
@seandfrancis
sean@seandfrancis.com
http://www.seandfrancis.com