Dean & Monroe (D&M) is a unique winery with market-leading products from the King Valley, Australia’s most highly regarded growing region. D&M creates fashion-inspired, future-forward wine products like Prosecco and Moscato. Our challenge from them was a 2-part one: first, launch a brand-new wine in the range - the Icon Series Moscato, and then unveil a new look for D&M’s Style Series King Valley Prosecco, both to a younger LDA* audience (during a global pandemic).
We couldn’t safely celebrate in a fancy venue filled with fashionistas poppin’ bottles and clinking glasses so instead we went to where our youthful LDA audience were already hanging out, online. But just having a presence on D&M’s key social channels wasn't going to be good enough, we needed to increase their online community and encourage authentic engagement too, so we created the Dean & Monroe Saturday Series, a weekly series of Instagram activations, and a captivating competition to support it.
To introduce the new Moscato to our audience, we shot and created a suite of 60 digital assets featuring the bottle as the centre piece, which we began posting on D&M’s social channels. Then we unveiled the sophisticated, striking new look for the D&M Style Series King Valley Prosecco, the ‘Bold Geo Love’, on all D&M’s key online channels.
We also carefully selected industry experts and KOLs like fashion designers, mixologists, chefs and influential podcast hosts to create the D&M Saturday Series. Our lead collaboration was with We The Wild Ones, and they were incredibly successful in sharing and spreading the D&M magic with their cult following.
Every Saturday for four weeks, the D&M audience would ‘tune in’ to watch the snackable content that showcased entertaining experiences paired with the new-look Prosecco.
The first Saturday was a potent collaboration with BWS Insiders, and it focused on live cocktail making with the signature D&M products. The results of these were amplified by the targeted use of digital advertising through sponsored ads, paid media with Mamamia online, PR, and creative collaborations and brand partnerships with The Iconic, Adore Beauty, and BWS.
To further drive engagement and sales, we created a targeted social-media driven competition where one lucky D&M lover could win an unforgettable tailored ‘staycation’ for them and their crew (three friends) and a hamper of enviable prizes worth $5,000 in total.
The campaign was an undoubted success with a total reach of over seven million people, a partnership with 120 KOL’s, an 89% increase in followers and an engagement rate that was more than double the average of alcohol brands.
D&M also now has a vast library of UGC content for their channels and solid partnerships with the right influencers. By creating compelling content with the right experts and lesson-driven digital experiences with a luxury feel – D&M put real fizz and fun into their new look and product.
Who knows what comes our way with Covid these days, so if you’re ready to craft a Covid-safe product launch or looking to earn real-life results through innovative, stylish digital experiences, then contact us now to partner up.
*Legal Drinking Age