The aim of this strategy was to find an excuse to continue the relationship with the brand’s consumers through a channel natural to the target audience. Likelytics has a big gamification component which makes the user’s first contact with the wine an experience in itself. Also, by working with a Facebook app, we ensure being able to reach the target audience within the platform where they spend the most time.

The app was launched in Facebook for the week of Valentine’s Day. That day promoted posts and app engagement campaigns were launched in Facebook. At first, the campaign was aimed completely towards the more than 150 thousand fans of the brand, and then it was opened to fans of competing products. The app remained online for 3 months and during this period the campaign was maintained by working with the brand’s cluster audiences and with custom audiences generated based on active users.

As for the dinners, deals were made with some of the most important restaurants from the largest cities in Argentina. Each week, those app users that had set up a date won a dinner to enjoy Esperado from Callia with another Likelytics user.

The campaign ran in the time and term first planned at the beginning of the project.

During the campaign’s 3 months, more than 32,000 users entered Likelytics.

450 dates were set up through the app, which generated 900 tastings of Esperado from Callia in only 3 months.

Esperado from Callia increased its sales volume by 23% during the campaign. It became the second most sold brand within its category, only 2 years after launch.