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Wine world Barone Ricasoli- Case study long version

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Wine world Barone Ricasoli- Case study long version

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This case study describes how Barone Ricasoli, a leading Italian wine brand, implemented an integrated digital campaign leveraging online influencers to reposition towards a younger audience on the Swedish market.

Overview
WineWorld and Pronto created a unique job openingat the Baron’s vineyard in Tuscany. The winner would spend a few days at Brolio, the castle that belongs to Barone Ricasoli, to create their very own personal wine, which would then be sold as a limited edition at Systembolaget in Sweden.

Challenge
Create a ‘social story’ to generate online engagement with a younger audience through emotional storytelling and to drive a real connection to the brand.

Solution
An online influence campaign to spread the word about the job opening, generate conversations, and encourage applicants to become influencers themselves through social content and sharing.

This case study describes how Barone Ricasoli, a leading Italian wine brand, implemented an integrated digital campaign leveraging online influencers to reposition towards a younger audience on the Swedish market.

Overview
WineWorld and Pronto created a unique job openingat the Baron’s vineyard in Tuscany. The winner would spend a few days at Brolio, the castle that belongs to Barone Ricasoli, to create their very own personal wine, which would then be sold as a limited edition at Systembolaget in Sweden.

Challenge
Create a ‘social story’ to generate online engagement with a younger audience through emotional storytelling and to drive a real connection to the brand.

Solution
An online influence campaign to spread the word about the job opening, generate conversations, and encourage applicants to become influencers themselves through social content and sharing.

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Wine world Barone Ricasoli- Case study long version

  1. 1. IDEO for Client Name Here Project Name Here Project Phase Here Confidential: 31-Dec-09 pg- Traackr Influencer Marketing1 Putting Influencers at the Center of Digital Campaigns Barone Ricasoli : a case study of influencer- led marketing in the wine sector in Sweden In Partnership with Digital Communication Agency Pronto
  2. 2. Traackr Content Context and objectives
 Description of the programme
 Traackr in the programme
 Results
 Key lessons for brands
  3. 3. Traackr Influencer Marketing Context And Objectives
  4. 4. Traackr Barone Ricasoli: an historical wine brand on the Swedish Market Barone Ricasoli is one of the oldest wineries in Italy. The Swedish wine importer WineWorld works closely with Barone Ricasoli and the Italian baron Francesco Ricasoli (that is the man behind Barone Ricasoli, one of the best selling wines in Sweden). Barone Ricasoli is one of the oldest wineries in Italy and for centuries, the brand has built a strong heritage of both quality and innovation. Over the years, the brand has gained many fans in Sweden, which has become the Baron’s most important market.
  5. 5. Traackr A brand that required to reinvigorate its image and audience Challenge With an ageing customer base and a rapidly changing media landscape, Barone Ricasoli needed to reach new generations of consumers. To address this, Pronto, WineWorld and Barone Ricasoli decided to create a truly engaging digital brand presence that would lead to brand awareness and drive in store sales.
  6. 6. Traackr Influencer Marketing The Program
  7. 7. Traackr The Campaign Campaign goal Create a ‘social story’ to generate online engagement with a younger audience through emotional storytelling and to drive a real connection to the brand. The story WineWorld and Pronto created a unique job opening at the Baron’s vineyard in Tuscany. The winner would spend a few days at Brolio, the castle that belongs to Barone Ricasoli, to create their very own personal wine, which would then be sold as a limited edition at Systembolaget in Sweden.
  8. 8. Traackr The Mechanics: creating a « social » story • A job opening calling for applicants to compete for the opportunity to spend time with the Baron in his castle and create their own wine. • Influencers and social media activities led traffic to the campaign site where people could apply by submitting their wine concept idea and use a personal hashtag to share photos or tweets. • The six finalists being determined by an influencer jury, all applicants encouraged their friends to vote for their wine concept and share the story. • The Baron and a jury of four key influencers selected the winner. • Together with the judges, the new wine inspirer visited Tuscany and worked with wine experts and designers to create the new wine. • A couple of months later, a limited edition of the new wine was available at Systembolaget, the government owned chain of liquor stores. The ‘social story’ was continuously activated through social media content, influencer engagement, digital PR and a YouTube video series showcasing the making of the wine from grape to bottle.
  9. 9. Traackr Involving Influencers at each stage of the story Selecting the 4 top Swedish wine influencers to be the Jury Activating wine influencers to drive traffic to the job advert Having applicants (of which some influencers) to invite their network to vote for them Combining scaled influencer outreach with highly targeted top influencers tactics
  10. 10. Traackr Making Top Influencers part of the success The Jury of influencers was invited to Tuscany with the winner, meet the Baron and contribute to building the new wine
  11. 11. Traackr The new wine! Making his creator an influencer himself
  12. 12. Traackr Influencer Marketing How Traackr Helped
  13. 13. Traackr Identify key influencers • Identify key online influencers within the Swedish wine community to reach out and involve. • Four influencers were chosen as a jury. • Outreach campaign to promote the job opportunity towards key influencers.
  14. 14. Traackr Listen and Engage • Listen to understand ongoing discussions in Sweden relating to Tuscany, wine, food, Italy, and culture. • Track influencer brand mentions and usage of campaign hashtags. • Engage in conversations throughout the campaign.
  15. 15. Traackr Measure the impact • Track conversations and results generated by the competition. • Monitor results, analyze in real-time. • Measure the increase of Barone Ricasoli share of voice over time against competitors.
  16. 16. Traackr Influencer Marketing Results
  17. 17. Traackr Increased brand awareness, with digital influencers the biggest traffic source • Launch of a new wine • Almost 700 applicants • 7.5M+ impressions in social media led by digital influencers  • 2.5M+ campaign reach • Online interactions with 40K+ people • 61K visits on campaign site (02:16 average time) • 60% visitors from mobile and tablet • 20K+ video views • 460% New page likes on Facebook • Unique hashtag on Instagram generated 307,250 impressions
  18. 18. Traackr Influencers played a major role in the success • The activated influencers and those who became active in the competition shared the story, product and campaign with commitment and passion. Key influencers accounted for a large part of the conversation. • Influencers were involved from the beginning with 4 of the top ones being chosen as judges, then further got involved in the outreach. • The 6 finalists became influential themselves with the winner, well known only locally, now ranking higher than the judges
  19. 19. Traackr Influencer Marketing Pronto Share Key Learnings From The Campaign
  20. 20. Traackr The Secret of Social Marketing is in Engagement! Listen, listen again and continuously listen - Brands need to allow their team to spend time listening to online conversations led by influencers so they can understand ongoing discussions, create activities and messages that resonate with the online community; track and analyze what is being said and measure the long term impact of the awareness generated on the market. Identify the right digital influencers - For Barone Ricasoli and WineWorld, Pronto identified the initial set of key influencers and invited the top four ones to participate on the jury, which helped give credibility to the campaign and guaranteed earned media from the onset. Engaging with the right influencers is key for the success of any campaign, as only genuine commitment and passion can drive a real emotional connection to a brand. Create a story worth sharing - With this winemaker job opening, Pronto and WineWorld created a campaign that provided ongoing opportunities for true engagement: Inviting the top four key influencers in Sweden to be part of the jury; Inviting anyone in Sweden to apply; Generating visibility for the six finalists; And offering a money can’t buy experience with the Barone Ricasoli Brand. This campaign put the younger audience at the center of the ‘social story’ and enticed all participants to engage with and share the story from recruitment to the wine launch.
  21. 21. Traackr Influencer Marketing Thank You

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