California Wines on a Mission
Want to know how we connected with over 38,000,000 social media users globally?
The Mission
With 80% of its wines produced in sustainably certified wineries, California is a world leader in sustainable wine. Our mission: to make Californian wines synonymous with sustainability for wine lovers and professionals on a global level.
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1) What is sustainability?
Sustainability can be hard to define and needs breaking down into key pillars: Planet, People, Product. From here we created an annual content plan carefully balancing these three core pillars and weaving in organic, biodynamic, regenerative practices.
2) Make it relevant
To connect with audiences globally, we needed to create sustainability video content that felt relevant, engaging and bite-sized.
We planned and shot our own footage during the Wines on a Mission press tour, and repurposed top-performing content from iconic Californian producers.
3) Go global!
We coordinated with the Wine Institute’s international representatives to translate captions and subtitles across 6 languages, posting on 18 separate California Wines social media accounts and amplifying with a paid content strategy.
38 million pairs of eyes
By making bite-sized video content that was engaging and relevant to consumers, the Wines on a Mission campaign was able to connect with over 38,000,000 users worldwide in 6 different languages.
Over 80% of all global account impressions originated from this campaign, and the California Wine Institute’s digital reach increased by 845% when compared to the previous 8-month period.
Let’s crunch the numbers
16 pieces of sustainability focused video content
Translated and published in 6 languages
845% increase in reach across global accounts
6,017,821 engagements (11.4% engagement rate)
38,019,250 users reached
52,830,534 video views
Want to work with wine professionals that know how to make your brand stand out? Drop us a message.
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Here's what the client had to say...
“They’re passionate, they’re knowledgeable, not only about sustainable winegrowing – their general wine knowledge makes it possible for them to communicate in a fresh, innovative and really authentic way."
Kate Venugopal | Director of International Marketing | The California Wine Institute
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