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LOVE WINE, LOVE CHILE

PLTFRM, Shanghai / WINES OF CHILE / 2018

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Overview

Credits

Overview

CampaignDescription

During an initial workshop in Shanghai, we gathered Wines of Chile Asia’s leadership accompanied by 5 wineries, a panel of 6 wine consumers, 3 creatives and 1 market research consultant, to debate for an afternoon on the best way to communicate about Chilean wines to a Chinese audience. The first few minutes of the session made it clear that average Chinese consumers did not have any knowledge or emotions about the country of Chile and therefore did not have any expectations associated to any products of Chilean origin. We, however, learned that Chinese consumers believed in the health benefit of certain type of wines. A topological description of Chile, characterised by being protected on all sides by the Pacific Ocean, the Andes, the driest desert in the north and the coldest desert in the south, was well received, making the case that Chile was a paradise for wine cultivation.

Execution

• Implementation

We organised a casting competition on the Miaopai app video platform and received 420 entries. We chose Claire and Edward and took them to Chile a week after their official wedding. We shot for 2 weeks, in the desert of Atacama, Huilo Huilo biological reserve, Maipo valley, Valparaiso and Santiago.

• Media Channels and Integration:

Back in Shanghai, we edited and published 1 video every week. Each videos were uploaded on all popular Chinese platforms such as Tencent, Iqiyi, Sohu, etc. Each videos were embedded in an article posted on the Weibo and WeChat network.

• Timeline:

Casting competition was made in August 2017. Video production started October. We shot in Chile early November and published videos by early December until the end of February 2018.

• Scale:

Nation wide campaign with a video productionnUS$70,000 budget, co-produced by PLTFRM with a team of 10 individuals.

Outcome

• +27 Million VIEWS (3 months)

• +334 Million EXPOSURES (6 months)

• +9 Million INTERACTIONS (Like, Share, Comments)

• +400,000 NEW SUBSCRIBERS (Wines of Chile Weibo, WeChat and Yizhibo accounts)

• 27.5% IMPORT VALUE INCREASE

• By January 2018, conventional perception of wine provenance changed completely. Baidu, the Google of China, reported a major shift in positive expectations toward Chilean wines surpassing French for the first time.

Strategy

• Target audience:

Very early on, Chinese, 1st tiers cities (Beijing, Shanghai, Guangzhou), millennial with a bias toward female gender became the target audience.

• Media Planning:

We developed a communication matrix, segmenting the target audience between “Wine Aficionados”, “Social Aspirer” and “Individual Explorer”. We sub-divided these segments by popular topics of interest. A series of messages, each framed differently according to topics and audience segment were matched with a list of appropriate media channels.

• Approach:

Thanks to the workshop’s insights, educating about, showing impactful images of the country of Chile before introducing its wines became a necessity to incept a degree of emotional expectations among Chinese wine consumers when encountering a Chilean bottle. Videos introducing the country of Chile seemed to be most effective medium to achieve that aim.introducing the country of Chile seemed be most effective medium to achieve that aim.

Synopsis

• Situation:

The national association of Wines of Chile in Asia, needed to elevate the reputation of the product and wineries the organization represents in mainland China.

• Brief:

Through a 6 months digital campaign, raise awareness and increase expectations of Chilean wines’ value.

• Objectives:

Based on 2016-17 campaign KPIs, double the exposure and engagement numbers.

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