Digital Marketing Campaign
In 2023, we secured a competitive public tender from ICEX Foods Wine Spain UK & the D.O. Jerez to oversee a digital marketing campaign in the UK, aiming to promote Sherry Wines.
The client’s overarching objective was to cultivate a fresh, contemporary image of Sherry Wines as a discovery for the discerning wine consumer. The emphasis was on utilising digital platforms for this transformation, targeting audiences who were in fact interested in wine and gastronomy.
Our strategy focused on a long-term, data-driven approach to change the perception of Sherry among wine consumers. The digital campaign involved designing creatives, collaborating with media partners like MOB & Time Out for branded content, managing the media spend, optimising the live campaign, and creating a microsite for easy access to sherry locations throughout the UK.
In Year 1 (2023), we prioritised creating online consumer profiles to gather essential information about current and future consumers. Data from our digital marketing strategies expedited understanding buying behaviours and repeat purchase tendencies, enabling us to better understand the target audience behaviours for future campaigns.
Vivid minimalism advertising methods, featuring bright colours and simple typography, cut through digital noise to reach the target audience. Copywriting added relevance and humour to portray Fino as a lively wine from Spain, departing from traditional advertising messages.
In collaboration with Climbing Trees, we designed a precise online media strategy targeting the audience through wine and gastronomy blogs, programmatic ads, Google search, and social media. A/B testing and constant optimisation informed the second wave of the campaign, complemented by strategically placed outdoor advertising in key geographic areas.
A comprehensive brand kit ensured consistency across all mediums, providing guidelines for web, social media, paid advertising, branded content, public relations, etc. It covered wine representation, photo guidelines, fonts, colour palettes, alcohol promotion regulations, and corporate logos.
In addition to the paid campaign, organic content, including Reels, Carousels, and Stories, was developed for the client’s socials and shared with wineries of the DO Jerez. These included recipe development of Fino based cocktails and the production of photography and Reels / Shorts.