We wanted to throw a big, backyard party on Facebook that looked like your crazy uncle organized it.

Implementation: We realized the executions didn’t have to be expensive. They just had to be funny and reflect the target’s content taste and social occasion repertoire.

Timeline: The campaign began in 2013 and is executed continuously through today.

Placement: Purely organic posting with nominal investment in media push; the work is pure viral.

Scale: We’ve accumulated almost a billion impressions from the campaign.

Carlo Rossi remains a “Top 10” wine brand in the U.S. and demand has risen by about 1% purely from our PR/Community work. SocialBakers.com rates it a perfect ten in “BrandLove” (Pixar, Disney and Google are below 9). We doubled the audience over a year’s time to over 200,000, which was driven by content and viral momentum; we never bought a single ad.

The comment section is populated with desire to purchase Rossi as we celebrate desirable moments in the content, and thus, drive demand.

Carlo Rossi has the Highest Engagement of any product page on Facebook at 7-8% sustained.