With i heart Wines, a feel-good wine brand that’s all about creating straight-talking, great tasting wines, we had just one mission… How could we create cut through and raise brand awareness among our audience of 18 – 35-year-old females?
To grab their attention, insight suggested we need to tap into trends in popular culture, leveraging the power of the influencer to reach them via the channels on which they are most active.
Intel revealed that over half of consumers follow celebrity accounts on social media, with millennials reported to be three times more likely to follow or purchase from a brand based on a celebrity endorsement. What’s more, with 38% of online women and almost two thirds of 18–29-year-olds using Instagram, the answer was obvious…
Recruit reality TV star and Love Island sensation, Olivia Attwood to become the face of i heart Wines!
With over 1.5 million viewers per series, the roaring success of the reality series catapulted Olivia straight into the spotlight of our millennial audience. As a self-professed Pinot Grigio fan, she was the perfect brand fit, lending credibility and relevancy to the campaign.
Putting i heart Wines into the glass of a popular UK celebrity enabled us to reach a highly engaged audience of over 1M social media followers. By ensuring i heart Wines was tagged in all social posts, we leveraged Olivia’s Instagram influence to grow the i heart Wines online community and raise brand awareness.
In under three months, we successfully secured five media interviews in key consumer lifestyle titles, including OK!, Closer, Heat and Celebrity Secrets. The partnership delivered cut through for i heart Wines in celebrity titles that highly index with our core target audience and which do not have regular drinks slots in which the brand can organically feature.
The partnership also generated 10 social media posts promoting the brand’s Instagram handles and product imagery – securing a total a reach of over 10 million!