In support of La Crema’s first crowdsourced wine experience, Virtual Vintner – a new digital program in which wine lovers virtually participate in the winemaking process to create a wine of their own – we employed a unique approach to drum up consumer awareness and encourage program participation.
Partnering directly with top-tier bloggers who are influential with La Crema’s Virtual Vintner demographic, we created custom editorial content that promoted the program and ran on the blogs, immediately driving a large spike in sign-ups. The bloggers also touted the posts through their own social channels, bringing additional reach.
A sampling of the posts:
Apartment34: What’s Your Wine Profile?
He Spoke Style: Choose your own adventure
A Piece of Toast: Chardonnay via La Crema
Britt + Whit: Summer Wine Party
Fashion Truffles: La Crema Virtual Vintner
Mrs. Lilien: A chardonnay a day
Shop Sweet Things: 3 Bite-Size Wine Pairing Recipes + Be the First to Try Virtual Vintner
A House in the Hills: La Crema Virtual Vintner
Dapper Lou: High Altitudes
We went on to identify the blog posts that garnered the most engagement and then amplified them via promoted posts on Facebook, resulting in nearly 1,000 new followers to La Crema’s Facebook page in the span of just one week.