#SpierMyWay

The Client

What The Brand Needed

The Spier Wine brand has already established a strong brand and product equity. However, in looking to grow the brand within the SA market, the Spier marketing team have identified an untapped opportunity to connect with the Urban Black consumer.

The main goal of this campaign was to educate the urban black consumer on the wine market, with Spier being the brand to provide that education.

To achieve this, we set out to create an integrated campaign encompassing influencer engagement, social media posts as well as unique and interesting content that was tailored to each influencer.

Insights

Research

In order to achieve our campaign objectives, we set out to create an integrated campaign encompassing influencer engagement, social media posts as well as unique and interesting content.

We chose to work with five key influencers who resonated with the target market; namely, Thando Tsekiso, Anthony Bila, Twiggy Moli, Teekay Mahapa and Chef Nti. We created bespoke content that spoke to their own social media audiences while also catering to the Spier messaging that they could each use to talk about the brand.

In addition to the influencers driving awareness through their posts, they each ran a competition on their blogs asking their fans to share their own stories about how they enjoy their wine. The competition was fierce as followers left numerous comments about their own wine experiences; but there could only be one winner per blog, who walked away with their own case of Spier.

The Results

What Happened

Each influencer was instrumental in creating and sharing their own content around the brand and sharing their own experiences, which led to higher credibility around the brand. This in turn led to the authenticity of the campaign, garnering greater feedback and engagement from our target audiences.

Currently, organically, the campaign has reached the following results:

  • Total social engagements: 8,161
  • Total Social media OTS*: 632,281

Paid media results

Facebook

  • Reach: 218,493
  • Engagement: 34,882
  • Engagement Rate: 16%

Instagram

  • Impressions: 208,860
  • Engagement: 23,170
  • Engagement Rate: 11%

This in turn led to the authenticity of the campaign,
garnering greater feedback and engagement from
our target audiences.

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