Rioja, Work Overview

Overview

The Goal

The Goal

Rioja - The Goal
  • Increase awareness and grow shelf space

  • Build across the variety of wines from Rioja

  • Increase contacts database, both consumer and trad

  • Turn enthusiasts into advocates

The Strategy

The Strategy

Rioja - The Plan
  • EDUCATE

    Talk to consumers, media and trade about the variety of Rioja wines.
  • CULTIVATE

    Leverage Rioja enthusiasts to share with their audience.
  • PERSONIFY

    Make drinking Rioja wines feel trendy and fun.

The Execution

The Execution

Rioja - The Execution
  • Creative & Digital Transformation

  • Advertising & Television Integration

  • Social Media

  • Consumer Media Relations & Events

  • Trade Media Events, Activations and Partnerships

  • Marketing Automation

The Results

The Results

Brand & Message

Created and launched unique branded campaign and messaging for the US market

Coverage & Awareness

Exponential increase in coverage and awareness in the US market

Trade

Significantly increased Trade sales and awareness through digital efforts, a trade hub, and POS content development

Social

Significant increase in social media traffic and awareness

Rioja - The Results
Close Pop-up