This case study describes how Barone Ricasoli, a leading Italian wine brand, implemented an integrated digital campaign leveraging online influencers to reposition towards a younger audience on the Swedish market. Overview WineWorld and Pronto created a unique job openingat the Baron’s vineyard in Tuscany. The winner would spend a few days at Brolio, the castle that belongs to Barone Ricasoli, to create their very own personal wine, which would then be sold as a limited edition at Systembolaget in Sweden. Challenge Create a ‘social story’ to generate online engagement with a younger audience through emotional storytelling and to drive a real connection to the brand. Solution An online influence campaign to spread the word about the job opening, generate conversations, and encourage applicants to become influencers themselves through social content and sharing.

1. IDEO for Client Name Here
Project Name Here
Project Phase Here
Confidential: 31-Dec-09
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Traackr
Influencer Marketing1
Putting Influencers
at the Center
of Digital Campaigns
Barone Ricasoli : a case study of influencer-
led marketing in the wine sector in Sweden
In Partnership with Digital Communication Agency Pronto

2. Traackr
Content
Context and objectives
Description of the programme
Traackr in the programme
Results
Key lessons for brands

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Influencer Marketing
Context And
Objectives

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Barone Ricasoli: an historical
wine brand on the Swedish
Market
Barone Ricasoli is one of the oldest
wineries in Italy.
The Swedish wine importer WineWorld
works closely with Barone Ricasoli and
the Italian baron Francesco Ricasoli
(that is the man behind Barone Ricasoli,
one of the best selling wines in
Sweden). Barone Ricasoli is one of the
oldest wineries in Italy and for centuries,
the brand has built a strong heritage of
both quality and innovation. Over the
years, the brand has gained many fans
in Sweden, which has become the
Baron’s most important market.

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A brand that required to
reinvigorate its image and
audience
Challenge
With an ageing customer
base and a rapidly changing
media landscape, Barone
Ricasoli needed to reach
new generations of
consumers.
To address this, Pronto,
WineWorld and Barone
Ricasoli decided to create a
truly engaging digital brand
presence that would lead to
brand awareness and drive
in store sales.

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Influencer Marketing
The Program

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The Campaign
Campaign goal
Create a ‘social story’ to generate
online engagement with a
younger audience through
emotional storytelling and to drive
a real connection to the brand.
The story
WineWorld and Pronto created a
unique job opening at the Baron’s
vineyard in Tuscany. The winner
would spend a few days at Brolio,
the castle that belongs to Barone
Ricasoli, to create their very own
personal wine, which would then
be sold as a limited edition at
Systembolaget in Sweden.

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The Mechanics: creating a
« social » story
• A job opening calling for applicants to compete for the
opportunity to spend time with the Baron in his castle and
create their own wine.
• Influencers and social media activities led traffic to the
campaign site where people could apply by submitting
their wine concept idea and use a personal hashtag to
share photos or tweets.
• The six finalists being determined by an influencer jury, all
applicants encouraged their friends to vote for their wine
concept and share the story.
• The Baron and a jury of four key influencers selected the
winner.
• Together with the judges, the new wine inspirer visited
Tuscany and worked with wine experts and designers to
create the new wine.
• A couple of months later, a limited edition of the new wine
was available at Systembolaget, the government owned
chain of liquor stores.
The ‘social story’ was continuously activated through social
media content, influencer engagement, digital PR and a
YouTube video series showcasing the making of the wine from
grape to bottle.

9. Traackr
Involving Influencers at each
stage of the story
Selecting the 4 top Swedish wine
influencers to be the Jury
Activating wine influencers to drive traffic to
the job advert
Having applicants (of which some
influencers) to invite their network to vote
for them
Combining scaled influencer outreach with
highly targeted top influencers tactics

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Making Top Influencers part
of the success
The Jury of influencers was invited to
Tuscany with the winner, meet the
Baron and contribute to building the
new wine

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The new wine! Making his
creator an influencer himself

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Influencer Marketing
How Traackr
Helped

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Identify key influencers
• Identify key online influencers within the Swedish wine community to
reach out and involve.
• Four influencers were chosen as a jury.
• Outreach campaign to promote the job opportunity towards key
influencers.

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Listen and Engage
• Listen to understand ongoing discussions in Sweden relating to Tuscany,
wine, food, Italy, and culture.
• Track influencer brand mentions and usage of campaign hashtags.
• Engage in conversations throughout the campaign.

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Measure the impact
• Track conversations and
results generated by the
competition.
• Monitor results, analyze in
real-time.
• Measure the increase of
Barone Ricasoli share of
voice over time against
competitors.

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Influencer Marketing
Results

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Increased brand awareness,
with digital influencers
the biggest traffic source
• Launch of a new wine
• Almost 700 applicants
• 7.5M+ impressions in social media led by digital influencers
• 2.5M+ campaign reach
• Online interactions with 40K+ people
• 61K visits on campaign site (02:16 average time)
• 60% visitors from mobile and tablet
• 20K+ video views
• 460% New page likes on Facebook
• Unique hashtag on Instagram generated 307,250 impressions

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Influencers played a major
role in the success
• The activated influencers and those who became active in
the competition shared the story, product and campaign
with commitment and passion. Key influencers accounted
for a large part of the conversation.
• Influencers were involved from the beginning with 4 of the
top ones being chosen as judges, then further got
involved in the outreach.
• The 6 finalists became influential themselves with the
winner, well known only locally, now ranking higher than
the judges

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Influencer Marketing
Pronto Share Key Learnings
From The Campaign

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The Secret of Social
Marketing is in Engagement!
Listen, listen again and continuously listen - Brands need to allow their team to spend time
listening to online conversations led by influencers so they can understand ongoing discussions,
create activities and messages that resonate with the online community; track and analyze what
is being said and measure the long term impact of the awareness generated on the market.
Identify the right digital influencers - For Barone Ricasoli and WineWorld, Pronto identified the
initial set of key influencers and invited the top four ones to participate on the jury, which helped
give credibility to the campaign and guaranteed earned media from the onset. Engaging with the
right influencers is key for the success of any campaign, as only genuine commitment and
passion can drive a real emotional connection to a brand.
Create a story worth sharing - With this winemaker job opening, Pronto and WineWorld created
a campaign that provided ongoing opportunities for true engagement: Inviting the top four key
influencers in Sweden to be part of the jury; Inviting anyone in Sweden to apply; Generating
visibility for the six finalists; And offering a money can’t buy experience with the Barone Ricasoli
Brand. This campaign put the younger audience at the center of the ‘social story’ and enticed all
participants to engage with and share the story from recruitment to the wine launch.

21. Traackr
Influencer Marketing
Thank You