A wine that understands women
CONTEXT
Samburesti Chardonnay is a fresh, fruity, summer-ish wine that appeals mostly to women. However, women are not the primary buyers or decision makers in the alcoholic drinks category. Men are the wine experts and the main wine buyers.
This is where the positioning for Samburesti came to life: it is a wine for women, bought by men. It is the social catalyst that helps men understand women better, because it understands their tastes.
CHALLENGE
It was time to take this positioning a step further and bring it to life in online. Our online challenge was in finding a relevant approach for our target, either in the form of utility or entertainment. We chose a combination of the two.
DO vs. TELL: To understand women is not an easy matter. Instead of just claiming that we, as a brand, know women, we will offer men the tools to understand them. We will demonstrate the power of our brand claim with real actions.
MECHANISM
Who wouldn’t like to understand how women think? That is why we developed the website – A wine that understands women http://unvincareintelegefemeile.ro/ – which offered an immersive experience into the minds of women.
THE CITY OF WOMEN: We developed a website that took shape of a city where all residents were women. Men had the chance to eavesdrop on their conversations, to move from one topic to another, by scrolling through the locations on the website.
The campaign had a teasing, followed by a reveal.
RESULTS
In just a few weeks of campaign, the website reached a cumulated number of almost 50.000 unique users and a number of 51.140 sessions.
The conversations on the website were quickly amplified in Social Media:
- There were 1860 shares of the conversations on Facebook
- The number of fans grew by 28% during the campaign
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