OUR APPROACH

Leveraging influencer collaborations to drive brand awareness and support off-trade sales in Ireland.

Pairing our own research with 120’s consumer research in 2023, it was identified that food and lifestyle consumptions occasions were key for brand communications to connect with target audiences. Qualification identified Donal Skehan as an authentic brand ambassador for 120 Santa Rita Wine Estate’s. For many reasons; including his following being aligned with 120’s target audience in Ireland, his status as a well-known chef personality and being a top-quality, highly engaging food and recipe content creator on Instagram, whose recipes are accessible for audiences to create at home with their favourite bottle of 120. As well as aligned values, Donal is someone who takes care to nurture and engage with his community.

Donal Skehan’s collaborative content with add rights agreed to amplify content to key target audiences, was integrated alongside other localised influencer marketing activity, off-trade point of sale and branded social media advertising. His collaborative content was created, informed by best-performing content, popular recipes, seasonality and search trends. Two-way feedback incorporated Donal’s ideas with key 120 brand messages, key call-to-actions and 120 wine pairings key SKUs.

After a detailed briefing process, Donal created five reels February-December 2023, with agreed advertising rights on social media throughout the year, including; Date Night Pil Pil prawn pasta recipe paired with 120 Pinto Grigio, BBQ marinated chicken paired with 120 Dealcoholised Sauvignon Blanc, and a Chilean empanadas recipe paired with 120 Cabernet Sauvignon.

The results speak for themselves! Donal’s audience were highly engaged, leading to an incredible 11.7K saves across 5 pieces of recipe content! Keeping 120 front of mind when audiences were grocery shopping or recreating a recipe at home.

Services.

Strategy

Digital advertising

Influencer marketing