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.