Best Beverage Online Campaign

Diageo Chateau & Estate Wines came to NMS with the goal of establishing a social presence on behalf of their Lifestyle Wines – a portfolio of more than 15 value wine brands across more than 10 different varietals. These wines needed to grab the attention of the younger Gen Xs and Millennials, whom enjoy wine but do not take it too seriously. The wine category can be somewhat overwhelming, intimidating and sometimes even scary – and in order to reach this consumer base, we needed to create vibrant, playful and personalized messaging that would encourage engagement, sharing and ultimately, label awareness.

In July 2012, we launched The Wine Bar – a Facebook community that lightly showcases Diageo’s Lifestyle portfolio while engaging with the target in ways that encourage sharing and spark conversations. We tend to avoid blatant product-push and sales speak, so we have designed content and advertisements that will subtly include brand names or images to reinforce awareness and trial.

To date, the page boasts a fan base of more than 31,000 users with a typical engagement rate of 10% or more, about 10-50x the industry standard on any given day. The user-sharing rate of The Wine Bar content far exceeds the competition in the wine industry, massively increasing the viral reach of our advertising online. Many small wine businesses and vineyards have become fans of the page as well, helping to magnify the reach of our messages via shares to their own communities.

Contributors:

Executive Creative Director:	Greg Johnston
Junior Art Director :	Kelly Hartigan
Creative Producer :	KC Covert
Account Manager :	Charles Juckett
Engagement Manager :	Veronica Crosetto
VP of Strategy :	James Nichols
Strategist :	Jeffrey Taylor
Community Manager :	Jason Collins
Community Manager:	Amanda Ohbayashi
Digital Marketing Manager & Brand Manager (Diageo):	Sarah Desmond & Jessica Callahan

MXM SOCIAL

Location: United States

About the Agency:

MXM Social is a full service social media agency, uniquely positioned at the intersection of digital strategy, public relations, grassroots marketing and online business intelligence. With more than 2,000 social media marketing campaigns for 85 different industries, MXM Social has unparalleled experience in propelling clients to the forefront of social business design. Let us cut through the noise and ensure your message reaches your audience with extreme relevance.