Case Study

A Toast to Sober Curious Living for Edenvale Wines

Tags

Creative, Influencer marketing, Social Media

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THE SITUATION 

• Edenvale Wines is a pioneer in the alcohol-removed wine industry. Established over seventeen years ago, the company boasts an impressive collection of bottled and canned wine varieties.
•  Low-alcohol and alcohol-free beverages have experienced a surge in popularity in Australia over the past three years, particularly in the beer sector. The trend is naturally catching up in the wine industry.

THE BRIEF 

• UMM was entrusted with executing a captivating summer photoshoot for Edenvale Wines, specifically targeting millennials who are sober curious.

THE STRATEGY

• Our strategy centred on boosting consumer interest in Edenvale’s non-alcoholic wine selection during the crucial holiday sales period. We leveraged the “sober curiosity” trend without shaming those who choose to drink, instead emphasising moderation in a fun, lively way.

WHAT DID WE DO

• We orchestrated a vibrant photoshoot, shot by Troy Freyee, that captured the essence of a lively night out, minus the hangover. From the excitement at arrival to getting ready to heading out for the night, the photography portrayed all the beautiful social moments you have with friends, celebrating the joy of a ‘damp’ lifestyle.
•  In addition to their role in the photoshoot, the models we recruited also served as influencers, amplifying the reach of the project. They created their own captivating content and shared it on their respective channels, extending the creative project’s visibility and impact.

• We forged a strategic partnership with Ovolo Hotels where the photoshoot took place, leveraging their prominent brand identity to enhance Edenvale’s persona and positioning. This collaboration not only added a touch of luxury and indulgence to Edenvale’s image but also positioned the brand as a captivating escape from the ordinary.

• To further engage our target audience, we ran a giveaway that gave our audience the opportunity to win a weekend at the Ovolo Hotels, courtesy of Edenvale. The competition called for participants to share who they would bring on this escape, aligning with the theme of sober curiosity.
•  From November 7 to December 17, the campaign rolled out on social media with 26 diverse creative pieces, including Competition WIN Assets, Lifestyle Imagery, Influencer Collaborations, and Behind-The-Scenes Videos. This production also resulted in an extensive portfolio of visual assets for online and other marketing initiatives.

RESULTS

• The campaign assisted in repositioning Edenvale’s brand to reach the sober curious millennial market. This was achieved through vibrant content generation and strategic brand partnerships. The impact of the creative project is evident in its output, providing a raft of content for Edenvale to repurpose on their social brand channel and other digital executions.
•  The centrepiece of the campaign, the giveaway, proved to be a compelling call-to-action, resulting in 1,450 entries and boosting Edenvale’s email marketing efforts with 1,151 new sign-ups. The giveaway particularly resonated with Millennials, who accounted for over half of the contest entries and email sign-ups, aligning perfectly with Edenvale’s intended audience for this project.
•  In regards to social media results, our campaign generated 778K Impressions, 297K Unique Paid Reach, and 62.7K Total Engagements (which includes Reactions, Comments, Shares, Saves, Link Clicks + Video Views). In particular Link Clicks proved a successful metric for us, attracting 3,281 across all content. Overall, the campaign averaged an 8.05% Engagement Rate based on content with Video Views and 2.32% on content without.

TESTIMONIAL

Penny Owens, Marketing and Brand Manager, Edenvale