When we sat down with our client Layer Cake Wines to talk about the launch of their new Bourbon Barrel Cabernet Sauvignon we immediately thought – Let’s Celebrate!
Wine brings people together and that’s just what we wanted to do. Together with Layer Cake we chose to run an influencer marketing campaign for a variety of reasons, including:
- The targeted audience
- Fresh content
- Brand awareness & credibility
- Organic engagement
- Traffic & sales
How did we do it?
Bourbon and the South go hand-in-hand, just like wine and food. Nashville was an exciting locale to select, with its rich culture of southern charm and hospitality.
What a better way to experience Layer Cake Wines crafty new product. On behalf of the brand, Socialtyze hosted an exclusive group influencers throughout a November weekend, where they engaged in activities from experiencing Nashville’s most alluring restaurants to tailgating at Vanderbilt Stadium; including a boutique, art and wine crawl and intimate interactive lunches along the way, all showcasing Layer Cake Bourbon Barrel. These select experiences offered a plethora of unique backdrops to capture amazing content to spread the word about Layer Cake Wines and their new Bourbon Barrel Cabernet Sauvignon.
The results speak for themselves:
- 29 pieces of content
- 340 posts (27 static images, 1 video, 312 Instagram stories)
- Total reach of 2,495,424, engagements 134,605
- 4.59% overall engagement rate (higher than the Instagram average)
Food for thought – by shifting dollars to unique content campaigns instead of traditional photo shoots it extends your brand’s reach in a targeted, credible way and offers views through diverse and contrasting lenses. The stories being told are fresh and distinct, and all presented to each influencer’s following in a live or specially curated moment in a timeframe specified.
The takeaway here is – the advertising landscape has evolved in a positive way for brands. By adding Social Media Influencers to your digital marketing campaign your ability to speak directly to consumers by a trusted source elevates your brand and business, and you avoid being lost in the abyss of traditional online content.