Sold out on launch, InvivoXSJP
We were presented with a hefty challenge - break into an already cluttered global wine market and a shrinking category to launch a new wine collaboration; InvivoXSJP into the social sphere.
Influencers, Media, Strategy, Community Management, Creative
- Launch InvivoXSJP across New Zealand, UK, Ireland, USA (New York, New Jersey, Texas, plus Wine.com), Japan, Canada, Australia and Hong Kong.
- Grow social community as quickly as possible
- Increase brand awareness – fast!
- Build so much excitement that the audience would literally wait in long queues just to taste the wine
- Newsletter sign-ups
We created the ultimate InvivoXSJP takeover on Facebook and Instagram! We did this by using jaw-dropping creative to take consumers through a funnel of brand awareness, reach, education and engagement.
- Creating a collage and X logo was teased onto social with content uploaded throughout the week before launch
- Old content was deleted to create a consistent look-and-feel
- Custom content pillars were created to showcase Invivo’s unique key point of difference; blending process/NZ winemaking, celebrations, and SJP.
- UGC was shared across stories and highlights to generate brand advocacy
“Within the first week, ‘Invivo X, SJP’ has become one of the best sellers on wine.com, it’s one of the most successful launches we’ve seen”.