Developing and delivering a genuine brand advocacy program.
(Always on program and creative campaign spikes)
A much loved favourite on the Australian dinner table, Wynns had already captured the love of its fans. While the tradition of wine making will remain forever unchanged, Wynns new they needed to adopt, adapt and evolve in order to better engage with their target audiences.
In creating a Digital Engagement Strategy, the brief required us to creatively establish ways, using modern media and communication platforms, to reengage existing Wynns fans, build advocacy and ultimately recruit new lovers of fine wine to the brand.
Leveraging existing traditions like Wynnsday (the annual release of the latest selection) and in creating new avenues like #Wynnsapedia, a virtual wine tasting event, we were able to formulate a program of work that provided Wynns with a solid, always on stream of content that could engage the lovers of the brand that had been around for years but not connected with the brand online yet. At the same time, social media and the innovative use of online content allowed us to attract and educate a new age of Wynns lovers. We were successful in lifting the brand visibility and demonstrated advocacy through effective reengagement and growth of the online audience.
Kamber are incredibly responsive and nothing is too hard – they are a delight to deal with and became a true extension of our team. Pleasingly, the Wynns Virtual Tasting concept that they produced for us was recently recognised by the Wine Communicators Australia as a leading example of a new way to communicate in the wine space.Rebecca Appleton