04 Jan Caso de éxito: Por Tí by Sir Lemon

Today we are going to talk a little bit about one of the projects that, within the service of Marketing and Communication Outsourcing that we manage for wineries, creamos para nuestro cliente de Jumilla Bodegas Luzón. En este caso, se trata de una acción dedicada al posicionamiento de marca de uno de sus vinos Premium, Por Tí, en tal de acomodar a los consumidores potenciales del producto  en el mercado regional.

Para ello, primero realizamos una unión entre la bodega, nuestro cliente, con una empresa que por su definición, atrajera el tipo de consumidor deseado. En este caso concreto, se contó con la presencia de la marca murciana “Sir Lemon”, una marca de ropa masculina que comparte filosofía con Bodegas Luzón y con la que se realizó a Cobranding agreement for action, que consistió en la creación de una edición muy limitada de uno de los vinos Premium de la bodega, “Por Tí” en una edición “by Sir Lemon” que realizamos en Veintemillas. Podéis ver más en detalle el desarrollo del diseño en nuestro portafolio de proyectos o a través de este enlace.

The action was also joined by the ANAR Foundation.ONG dedicated to helping children and adolescents at risk, to which all the funds raised from the sale of the bottles, which would only be available at the winery's online store, were donated.

The action was carried out during the months of September and October, and as a kick-off, on September 11, a gymkhana was organized in the city of Murcia through social networks., in this case, the winery's own Instagram, in which three bottles were hidden in three partner restaurants of Bodegas Luzón, and through the Instagram stories themselves, we launched clues so that participants could participate in the game.

On the day of the Yincana we were able to confirm the good work in the generation of a strong local community for Bodegas Luzón. En días previos realizamos diferentes publicaciones en tal de anunciar el juego que ayudaron a que la cuenta creciera en seguidores, and on the same day, in the kickoff storie, there was an audience growth of 8% in the hours leading up to the start of the game.

The first bottle was located in the first 30 minutes of the game, the second within 10 minutes and the last, although it took a little longer, was quickly located. Questions from game participants were recorded throughout the day and during the following weeks, the account experienced 45% growth in followers (porcentaje extraido a finales de septiembre), as well as an improvement in interaction of 32%, which also maintained a quality following that has helped place Bodegas Luzón within its own Top-Of-Mind and help the winery's own positioning, currently one of the most referenced in terms of the wines of Jumilla.

During the campaign, a Press Release to the media was also generated, the campaign was also sent to different Spanish celebrities and Influencers in order to amplify the radius of the action and gain notoriety.

The campaign managed to sell all the bottles during the two months of the campaign, and the original product "Por Tí" improved its market insertion, accelerating the sale of the current vintage until it was sold out in less than 9 months.