Serving up a content strategy and ‘always on’ program with a difference.
(An innovative always on program supported by creative campaign spikes to generate additional buzz)
Pepperjack Wines, a well-known brand in the Treasury Wine Estates portfolio, were looking to embrace social media as part of their marketing mix and required support in getting ‘the social house in order’. Throughout our collaboration with the Pepperjack team, and working to establish best practice fundamentals, we shared creative inspiration that soon shifted our capability from ticking boxes into the foundations of a highly engaging content strategy.
The solution and results
We conducted a Digital Landscape and Content Analysis to understand how we could take this premium alcohol brand into a social space that would not violate marketing code and instead could enable and give the brand permission to become a greater part of daily conversations.
The journey stepped us from creating solid social foundations and establishing a robust, always on program of content delivery that was followed through with highly effective stand-alone campaigns that allowed us to explore the versatility of the products through the interests of its target audience.
Notable campaigns include ‘The Steak Diaries’ and ‘On the Grill’ which have not only set the benchmark for content efficacy, but also helped shape the TWE approach to social media and content marketing.
We worked with Kamber across a myriad of brands over 18 months. Kamber were instrumental in building communities specifically for Wynns and Pepperjack, as well as providing counsel on other brands. Kamber helped ‘introduce’ social media to our business and quickly these brands became ‘best practice’ internally for social media.Rebecca Appleton