CASE STUDY: Virginia Wine
Created by the Virginia General Assembly in 1984 as part of Virginia’s Department of Agriculture and Consumer Services, the Virginia Wine Board is responsible for promoting the interests of vineyards and wineries in the Commonwealth through research, education, and marketing. Our brand, Virginia Foodie, works with small and large food brands to promote quality and local food to an online community of over 50 thousand highly engaged fans. As a part of this effort, we created a custom influencer campaign to promote Virginia Wine Month to our foodie community. The challenge we faced was how to marry the story of Virginia wine with local food producers and create relevant content for our social community at the same time.
Our primary goal was to generate awareness of Virginia Wine Month and the wineries they support to a Virginia-based food audience and to connect locally-produced food and wine with a pairing story across multiple digital media platforms. We then influenced our audience to share and we promoted their interactions with our social stream.
We created a cross-promotional giveaway campaign that included locally-sourcedVirginia food products in an artisanal gift basket. We then encouraged our followers to create their own “Harvest Party” by utilizing all of our digital media platforms. This campaign ran for 30 days. We photographed all partner products for the campaign and created social graphics that educated the audience in collaboration with Virginia Wine, on how they, too, could throw a Harvest Party for Virginia Wine Month. Once the audience created their Harvest Party consisting of locally-paired food and wine, we encouraged them to share on their social media using #harvestpartyva and then our audience voted on their favorite image for the top 3 to receive the promoted giveaway basket.
This campaign increased brand awareness, engaged our local food audience and promoted the diversity of Virginia wines. The social campaign garnered 229,791 impressions and 6,022 engagements.
The story and initiative of pairing local food with local wines will be a continued narrative for future campaigns and strategy for Virginia Wine.