Villa Maria, one of New Zealand’s most awarded wine companies, has a 3.8% market share and is ranked #4 in terms of brand size. Their goal for this campaign was to connect Villa Maria with consumers in an emotive way that drives consideration and trial, with hopes to reach new customers.
The objectives of this Through the Line (TTL) campaign were to sustain market share of Private Bin, sustain sales and drive conversion to resonate in an emotive fashion with the target consumer.
When someone tries Villa Maria wines they’re more than likely to buy it. However, their challenge was to drive consideration for the brand before purchase.
The “Make the Moment” summer campaign was centred around the insight that the target audience for Private Bin doesn’t take into consideration the nuances of the wine notes or flavours when it comes to choosing a bottle of wine. At an emotive level, their selection criteria includes the suitability for the experience, feeling or occasion that they’re buying for. So, with this in mind, Villa Maria’s summer campaign positioned their Private Bin range as the perfect pairing for a range of life’s moments. “Make the Moment with New Zealand’s Most Awarded Winery” was the lead Above the Line (ATL) messaging, and it was associated with lifestyle imagery that resonated with the wider target audience.
Various layers of Below the Line (BTL), digital and social activities (including a social engagement promotion) were used to target various segments.
The influencer campaign truly engaged their audiences, producing a total of 5,156 engagements across the content, resulting in a campaign engagement rate of 9.92% well above the industry average of 1.78%. The #RemaketheMoment promotion received 155 valid entries, along with 504 other mentions of Villa Maria, and 49 uses of the hashtag during the promotional period. This resulted in a theoretical reach of 106,200.