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Wolf Blass Wines Multimedia Content Marketing • Case Study

ALCOHOLIC BEVERAGE – B2C EXTERNAL COMMUNICATION – RADIO SEGMENT & ONLINE VIDEO

 

THE COMPANY

Wolf Blass Wines is a leading South Australia-based producer of premium wines. Today, Wolf Blass Wines are available in more than 50 countries globally.

THE CHALLENGE

Amidst increased competition, Wolf Blass Wines was looking to drive top of mind awareness and relevance among the growing ranks of Canadian wine drinkers.

THE STRATEGY

Fifth Story partnered with Wolf Blass Wines to leverage the brand’s 30th anniversary in Canada, and tell its story of innovation and accolades in a contemporary tone, leveraging multimedia content marketing, namely radio and video.

The radio segment was centered on a trend story, and distributed to Fifth Story’s national network of radio broadcasters. The online video was centered on wine awards shot during two wine tasting events in Toronto and Montreal, and distributed to Fifth Story’s national network of online editors and bloggers.

THE RESULTS

National, local and specialized radio stations, websites and blogs across Canada picked up on the multimedia content marketing, exceeding Fifth Story’s guaranteed earned media coverage. The radio segment generated over 1.7 million impressions, and the online video over 14 million impressions. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement.

The campaign effectively put the Wolf Blass Wines brand in the context of emerging wine trends, helping to build top of mind awareness and the desired perception anchored around innovation.

The online video was also adapted to support sales efforts.

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