INFLUENCER GIFTING
120
As the localised digital marketing partner for 120 Santa Rita Wine Estates in Ireland, we delivered a series of influencer gifting projects aligning with their global strategy in 2023 to promote key product SKUs throughout the year, maximising brand awareness and mental availability during key seasons. Helping to keep the brand top-of-mind when it came to target audiences picking up a bottle of 120 wine when in a local grocery store or off-licence. As well as to further promote 120’s Dealcoholised range.
Influencer gifting campaigns were integrated alongside collaborations with Donal Skehan, Sarah Battle, Paul Kinsella for 120 and 120 Dealcoholised brand ambassador Sarah Lavin.
OUR APPROACH
Maximising brand touch points through influencer gifting.
We qualified a list of brand and target audience-aligned influencers and content creators in Ireland; from micro-influencers with niche & engaged followings, to mid-macro-influencers with a larger reach. Each influencer individually aligned with 120’s ‘Reasons to Try’ campaign; including foodies, food recipe and content creators, TV chefs, brand fans and lifestyle influencers. This carefully curated range of influencers ensured that gift drops would resonate, to maximise the chances of brand content being developed.
The three campaign projects included:
-Valentine’s Date Night In cheesy chorizo pasta recipe kit paired with 120 Chardonnay
-Irish cheese paired with 120 Cabernet Sauvignon or Sauvignon Blanc for Wine and Cheese Day during peak summer season
-120 & 120 Dealcoholised wine & cheese baker set featuring Irish artisan cheese, crackers and chutneys
The campaigns allowed 120 to forge meaningful relationships with influencers and content creators in Ireland, as well as scaling brand touchpoints locally amongst engaged target audience communities. 74% of those influencers gifted posted content, achieving an average reach of 530,000.
The Results.
Giftees posted
74%
AMOUNT OF USER GENERATED CONTENT
75 stories, 1 post
& 3 reels
AVERAGE reach