Be Wine: MATCH THE MOMENT WITH BE

Credits & Description:

Advertiser: BE WINE
Agency: DDB MELBOURNE, DDB MANGO
Category: Best Integrated Campaign Led by PR
Advertising campaign: MATCH THE MOMENT WITH BE
Account Coordinator: Bethany Paynter (DDB Mango)
Head Of Social Media: Adam Vincenzini (DDB Mango)
Managing Director: Elly Hargreaves (DDB Mango)
Senior Executive Producer: Ben Barratt- Boyes (DDB Mango)
Community Manager: Dave Albon (DDB Mango)
Account Director: Kate Carthew (DDB Mango)

Campaign Description
The ChallengeTreasury Wine Estates (TWE) briefed Mango to launch Be. wine to Australian females aged 18 - 34. Prior to the launch, Be. had zero brand presence in Australia which meant we had to build a following, and brand awareness, from scratch.The ObjectivesTo promote Be. wines to the target audience in a way which was relevant to their social lives and lifestyle. To bring to life the campaign tagline: “Match the Moment with Be”The StrategyOur focus was to create content and experiences that we knew would build both an on and offline following. In order to do this we needed to branch outside the realms of traditional PR, to create a truly integrated campaign stretching across multiple channels. The ExecutionEngaged Australia’s leading fashion bloggers to compete in the “Be Launch Party Challenge”;Created three YouTube videos on how to achieve the three “Be Looks” Developed the Be. Facebook pageProduced a roof-top launch party alongside the winner of the “Be Launch Party Challenge” Robust media relations program including a media tour in SydneyThe OutcomeThis was a ground breaking campaign for TWE – it was their first social media led campaign, the first time any of their brands had been on Twitter and the first time one of their brand videos spent 24 hours as YouTube’s most watched video in Australia. This entry is appropriate to PR Lions because:It fulfilled the briefIt was a truly integrated campaignIt exceeded all KPI’s

Execution
The online component to Be meant we reached our audience across every Australian state. The campaign ran from October – December 2012 and was executed as per the original plan.Creating ContentContent creation included three “Be Looks” to reflect each wine variety – the looks were turned into videos for online seeding and style cards for sampling and media. Launching Social Media ChannelsFacebook and Pinterest were the primary channels, supported by Instagram and Twitter. A combination of advertising and engaging content were used to build our communities. Be Launch Party ChallengeSix of Australia’s leading bloggers competed in the challenge via their social media channels. The bloggers were asked to come up with concepts for their ultimate Be launch party and the winner worked with Mango to bring the party to life.Be Media RelationsA media relations campaign was executed including media tours in Sydney and Melbourne.

Client Brief Or Objective
The Primary ObjectiveTo promote Be. wines to the target audience in a way which was relevant to their social lives and lifestyleThe Target Audience18 – 34 year old Australian women. They find the wine category serious and intimidating but it also offers a shortcut to sophistication that is appealing. They are influenced by their physical and online networks and look to their peers as brand advocates. ResearchWe conducted social media listening around the things this demographic are passionate about. The most mentioned keywords included fashion, friends and fun.

Strategy
Our research into the key words ‘fashion, friends and fun’ allowed us to develop our PR & content strategy around these three conversational pillars to add value to the social media habits displayed by this audience.A strategy and campaign timeline outlining the key campaign elements included:The Be Facebook page – community recruitment Launched other Be social media channels including Pinterest, Twitter and InstagramOutreach to leading fashion bloggers to become Be. brand ambassadors via the “Be Launch Party Challenge”Enlisted a make-up artist, stylist and model to become the talent in the Be video tutorials and style cardsDeveloped a target list of events and locations for strategic samplingDeveloped a media matrix including wine, fashion, beauty and lifestyle targets across print, online and blogsDeveloped a trade media target list along with supporting media materialsWorked with the Mango experiential team to plan the Be Launch Party

Relevancy
In 2012 Treasury Wine Estates (TWE) set out to launch a new wine brand Be. The launch was not supported by ATL, therefore PR was integral to the brands’ success. Through our research we know that the target audience are social creatures they spend their weeks planning for the weekend ahead – all online. It was imperative that we became a part of our audience’ weekend rituals and a part of their physical and online communities.To achieve this we needed to discover:Where our audience source their informationWhat it is they’re looking for How they like to share

Effectiveness
Output/Awareness•Total reach of 3,047,547•276,933 YouTube hits including 24 hours as YouTube’s most watched video in Australia•Reached 1,830,752 consumers on Facebook•Total Twitter reach of 294,415•Hosted a launch party for 150 media, bloggers and celebs•$142,020 in PR value with an ROI of 1:5Action/Business Impact•Stocked in more than 1,600 stores nationwide in the first three months•Gained huge momentum amongst the Treasury Wine Estates sales force•Reached approx. 2,000 prospective Be consumers via sampling at fashion and music events•Exceeded all social media KPI’s:oTwitter reach: KPI 30,000; Actual 294,415oFacebook reach: KPI 120,000; Actual 1,830,752oYouTube reach: KPI 100,000; Actual 276,000