SOCIAL MEDIA MARKETING
Find your [yellow tail]
We partnered with [yellow tail], the #1 most powerful wine brand in the world, to develop and deliver a localised social media and influencer marketing strategy to position and grow brand awareness in support of sales volume growth in Ireland in the off trade.
The global strategy was focused on the big bold flavours in [yellow tail] wines and how these could be enhanced with food pairings, making their wines accessible and easily paired with meals and occasions at home – ‘Find your [yellow tail]’.
OUR APPROACH
Driving brand awareness and off-trade sales for [yellow tail] in Ireland.
Our always-on social media campaign activity was about continued results, increasing engagement, keeping the [yellow tail] brand top of mind throughout the year and integrating with through-the-line marketing activity.
2022 saw us repositioning the brand’s social media content strategy to a reels first approach with the changes in Instagram’s algorithm in response to the rise of TikTok. A social media advertising strategy was developed to ensure the right audiences were going to be exposed to [yellow tail] at the right time and take them on a journey, to then be ready to purchase. Campaign content featured food and wine pairings from foodie influencers, to bring [yellow tail] wine and food pairings to life through easy-to-follow recipes.
The results exceeded all commercial and digital objectives. [yellow tail] has remained the Number 3 wine brand in Ireland and sales volume increased across all target SKUs, showing increased brand awareness, this was also evident by the increase in user-generated content throughout the campaign and customer messages on where to purchase.
Services.
Strategy
Social media marketing
Content creation
Digital advertising
Community management
Influencer marketing