Kim Crawford Wines – Case Study



Objectives:

To create awareness of Kim Crawford wines through social media, entertainment, art and fashion related opportunities, promotions and events.

Solutions:

Kim Crawford Wines Social Media Campaign –
Kim Crawford Wines wanted to make a splash as the official wine sponsor of New York’s Fashion Week utilizing social media… We designed and optimized their online and social media pages; including Facebook, Twitter, Flickr and YouTube; created, executed and managed a 7-month social media campaign; with our partner, Deluxe Digital Media, designed and optimized their website – all designed to integrate their support & partnership with everything fashion – creating the look and feel; and becoming the voice of the brand.

Kim Crawford Music Lounge –
We created the Kim Crawford Music Lounge… Selecting and licensing all artist’s music for the Lounge which allowed consumers to listen to individual tracks of the best in emerging music. The Kim Crawford Music Lounge featured 10 emerging artists four times a year (July/Oct/Jan/March.) Consumers could view photos, bios and purchase the music as well as download ten (10) featured tracks. The 2-year campaign was marketed via email blasts, through social media sites, sponsored events and in-store where Kim Crawford Wine is sold.

Kim Crawford Sponsored Events –
We secured several entertainment related events and opportunities for Kim Crawford Wines to sponsor around the country, averaging three (3) events a month. These events ranged from exclusive film screenings and premieres, to record release parties to emerging fashion designer collection launches to art receptions. In addition to being the exclusive wine sponsors of these events, we ensured high marketing visibility through links and placements on event websites, social media marketing, ticket give-aways, email blasts, POS and photo galleries.

Results:
The Kim Crawford social media campaign, Music Lounge and sponsored events provided access to the brand to forward-thinking people as well as delivering awareness of cutting-edge artists in music, film, fashion & art. Thousands of email addresses have been collected for further marketing initiatives and as a result, awareness and sales of the brand have increased. Kim Crawford is now known as the trailblazer in supporting music, film, art & fashion through various touch points among their target demographic and is considered the go-to lifestyle wine brand among tastemakers and entertainment aficionados.