Overview
The Goal
Launch Vipra in key markets
to introduce priority segments to the brand. Drive awareness of the product’s attributes and enable and encourage trial
The Strategy
develop a go-to-market campaign
that directly targeted the millennial market using a highly focused channel plan.Created imagery and a product video
that reflected the style and individuality of the Vipra consumer.developed a microsite
dedicated to explaining the sweet and bubbly taste and offering multiple ways to mix and enjoy the wine. The microsite also offered a map driving consumers to retailers in their area that carried the new product.negotiated a partnership with Tinder
to “match” consumers with the Vipra brand. Consumers were encouraged to “swipe right” and interact with the brand before being sent to the product microsite.
The Execution
SOCIAL MEDIA
TARGETED VIDEO
LANDING PAGE
PRODUCT LOCATOR MAP
STRATEGIC TINDER PARTNERSHIP
The Results
Innovated Channels
Launched brand engagement campaign in partnership with Tinder and was the first wine brand to launch on their platform. Metrics exceeded all existing benchmarks even for established brands on the platform.
Winner 2019 Gold MarCom award for mobile app campaign.
Aided Product Launch
Developed product landing page, product video, launched Vipra on social channels.
Winner 2019 Platinum MarCom award for integrated marketing.
Connected with consumers
~52M impressions in programmatic video
~17M impressions on Tinder with ~700k engagements and a 3-7% overall engagement rate.
