What
[yellow tail]’s mission to be the wine brand of choice when people share happy moments was challenged due to the COVID lockdown. So, we pivoted their social approach ensuring they remained top of mind with wine consumers.
How
At the heart was a series of influencer activations around the theme of connecting people virtually - from cook alongs to meet and greets over a glass of wine. We also delivered on something the fans had been calling for… A (virtual) cook along with Joe Sugg and Dianne AND their favourite wine, Jammy Red Roo.
Partners in [yellow tail] wine
Getting to number 1 in the industry by winning core audiences.
Results
An overall reach of 4.5M - 50% of the overall yearly target for impressions delivered largely by earned social - the biggest Instagram share of voice versus any competitor. [yellow tail] became the fastest growing wine brand in value, moving to number no.1 position and maintaining it with double digital growth for penetration and frequency.
