Integrated winter campaign (B2C)

The Spanish wine region D.O. Rueda is known for its Verdejo grape. We conduct PR and communications activities for D.O. Rueda in the Netherlands and in Belgium for 5 years. The comprehensive annual plans for this client are crisp, fresh and innovative, just like the premium white wine itself.

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Challenge

Verdejo wine from Rueda comes in many ways, and consumers need to be activated to pick their favourite Rueda the whole year round: in summer ánd during the traditionally red wine dominated festive end of the year season. D.O. Rueda asked us to develop a winter campaign based on the My Favourite Rueda concept to improve their visibility, social conversion and the level of Rueda wineknowledge amongst Dutch consumers.

Campaign

A white x-mas / holiday with Rueda (white) wines! We developed an integrated campaign, with a strong online focus. Based on our owned, paid and earned media working method.

We created an online Rueda White Holiday campaign page with a quiz; in which consumers could choose their favourite Rueda wine in combination with their favourite holiday moment. The Rueda White Holiday Quiz was pushed via adds on owned media, such as the Dutch Rueda Wijnen Facebook and website.

Wine influencers were sponsored to boost the campaign via their own channels. As a result people started to interact on Facebook and participated in the campaign. In addition we created free publicity for D.O Rueda in relevant media.

Results

An effective integrated campaign which resulted in image building and brand awareness for the different Rueda verdejo wines; during the valuable end of the year festive timing. We have gained more than 500 new contacts from potential Rueda shoppers and an online reach of more than 500.000 wine consumers. It was a happy Rueda White Holiday season 🙂