The Challenge

Treasury Wine Estates (TWE) briefed Mango to launch Be. wine to Australian females aged 18 - 34. Prior to the launch, Be. had zero brand presence in Australia which meant we had to build a following, and brand awareness, from scratch.

The Objectives

To promote Be. wines to the target audience in a way which was relevant to their social lives and lifestyle.

To bring to life the campaign tagline: “Match the Moment with Be”

The Strategy

Our focus was to create content and experiences that we knew would build both an on and offline following. In order to do this we needed to branch outside the realms of traditional PR, to create a truly integrated campaign stretching across multiple channels.

The Execution

Engaged Australia’s leading fashion bloggers to compete in the “Be Launch Party Challenge”;

Created three YouTube videos on how to achieve the three “Be Looks”

Developed the Be. Facebook page

Produced a roof-top launch party alongside the winner of the “Be Launch Party Challenge”

Robust media relations program including a media tour in Sydney

The Outcome

This was a ground breaking campaign for TWE – it was their first social media led campaign, the first time any of their brands had been on Twitter and the first time one of their brand videos spent 24 hours as YouTube’s most watched video in Australia.

This entry is appropriate to PR Lions because:

It fulfilled the brief

It was a truly integrated campaign

It exceeded all KPI’s

The online component to Be meant we reached our audience across every Australian state.

The campaign ran from October – December 2012 and was executed as per the original plan.

Creating Content

Content creation included three “Be Looks” to reflect each wine variety – the looks were turned into videos for online seeding and style cards for sampling and media.

Launching Social Media Channels

Facebook and Pinterest were the primary channels, supported by Instagram and Twitter. A combination of advertising and engaging content were used to build our communities.

Be Launch Party Challenge

Six of Australia’s leading bloggers competed in the challenge via their social media channels. The bloggers were asked to come up with concepts for their ultimate Be launch party and the winner worked with Mango to bring the party to life.

Be Media Relations

A media relations campaign was executed including media tours in Sydney and Melbourne.

Output/Awareness

• Total reach of 3,047,547

• 276,933 YouTube hits including 24 hours as YouTube’s most watched video in Australia

• Reached 1,830,752 consumers on Facebook

• Total Twitter reach of 294,415

• Hosted a launch party for 150 media, bloggers and celebs

• $142,020 in PR value with an ROI of 1:5

Action/Business Impact

• Stocked in more than 1,600 stores nationwide in the first three months

• Gained huge momentum amongst the Treasury Wine Estates sales force

• Reached approx. 2,000 prospective Be consumers via sampling at fashion and music events

• Exceeded all social media KPI’s:

o Twitter reach: KPI 30,000; Actual 294,415

o Facebook reach: KPI 120,000; Actual 1,830,752

o YouTube reach: KPI 100,000; Actual 276,000