CASE STUDY: Jacob's Creek educates consumers about wine market
Provided by Bauer Media
The wine brand engages audiences through storytelling and sociability making Jacob's Creek front of mind for sociable occasions
What was the Challenge / Background of the Campaign?
To educate consumers that Jacob's Creek is a real place with heritage and creditability in wine-making in Australia's Barossa valley created over 160 years ago. To make a clear link between Jacob's Creek and the film Australia. To engage the audience through storytelling and sociability making Jacob's Creek front of mind for sociable occasions with friends and family. The creative for the campaign came from Bauer Media's 'Task Force' group, an initiative that utilises the creative forces across the business to think up new ideas.
What was the Campaign Objective?
To engage the audience through storytelling and sociability
What was the Solution?
A multi-platform campaign across Magic 105.4, Grazia, Empire, the Big City Network and online. Online the creation of a Jacob's Creek and Australian-branded online community where visitors can win tickets to Jacob's Creek vineyards in Australia, plus an exclusive party and screening of the film. Radio activity included sponsored editorial, advertorials, interviews and competitions. Both Grazia and Empire carried print advertorials including competitions to drive traffic to the microsite.
What were the Results?
The campaign over delivered across all platforms. More than 9,000 unique users visited the Jacob's Creek microsite - more than double the estimate. Dwell time on the site was over 3 minutes and visits to the site exceeded 12,000 - four times higher than the estimated number. Re-visits to the site and competition entries were also far higher than expected. At the event 95% of guests enjoyed the Jacob's Creek and said that they would choose it again and 94% described the wine as 'good' or 'excellent'.