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, we created for our Jumilla client Bodegas Luzón. In this case, it is an action dedicated to the brand positioning of one of its Premium wines, Por Tí, in order to accommodate potential consumers of the product in the regional market.
To do this, we first made a union between the winery, our client, with a company that by its definition, attracted the type of consumer desired. In this particular case, we counted on the presence of the Murcian brand “Sir Lemon”, a men's clothing brand that shares a philosophy with Bodegas Luzón and with which the company a Cobranding agreement for action, which consisted in the creation of a very limited edition of one of the Premium wines of the winery, "Por Tí" in an edition "by Sir Lemon" that we made in Veintemillas. You can see more details about the development of the design in our project portfolio or through this link.
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 (percentage extracted at the end of September), 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.
