Red Cup develops awareness for a Spanish wine in the United States with ad spend and media planning.
Tarantas is an organic Spanish wine sold in the US by Trader Joes and Whole Foods. The owners of the winery wanted to create a stronger brand presence in the US using social media, press releases and press placements, a recipe contest and ad placements in Facebook.
Working with a publicist, Tarantas was planning press releases, media placements with wine journalists, and a recipe contest. Red Cup was brought on board to analyze the social media landscape, identify cohorts and influencers, recommend the most effective social channels, create social media feeds, as well as advise on advertising spend for the brand.
We participated in multiple Skype sessions as the brand’s publicist developed user personas and helped shaped the identity of the brand. Then we took that information and looked at the universe of potential buyers in the US. We used apps like Mention and Buzzsumo to develop influencer lists and bond those lists together into cohorts. Often, when building cohorts, there are surprises. We expected to find influencers among wine bloggers, but also discovered a cohort of travel writers and chefs who could be part of the expansion of the brand. This was because the wine, made in Spain, attracts both Millennials who want to travel there, and also because the recipe contest naturally attracted the attention of cooks. The prize was a trip for two to Spain.)
Red Cup looks closely at various data sources to determine best practices for a brand. We look at trending keywords. We map press placements to site traffic to see which placements are most effective. We look at “most popular” posts across all media. We build on that data set to advise clients on media spend and advertising spend.
For Tarantas, Facebook quickly proved to be the most robust social media channel. Red Cup set up feeds on Twitter, Facebook, Pinterest and Instagram and launched content on all of them. We advised on a Facebook advertising campaign that included “page likes,” specific posts to boost, as well as ads tied to specific locations to promote tasting events at Whole Foods Markets. The ads were efficient, often running at less than .25 a click. The contest alone drove more than 11,000 visitors to the Tarantas website in just a few months. Facebook was built from “zero” to a thousand friends in a few months. Publications such as Eco Vine Wine Club, Organic Wine Journal and Snooth ran stories on the wine and the recipe contest.
Building upon these achievements, Tarantas has a plan to build its brand in the US over the next 18 months.