Each year, Riversands Wines hosts the ‘Easter in the Vines’ event at their stunning winery in St George, Queensland. This event, which features live music and entertainment and of course wine tasting, typically provides a peak in sales and visitation for the business, and Easter 2020 was set to be bigger than ever with the support of RMH consulting.
With the development of an integrated campaign which included strategy, social media operations, social advertising spend, community management and PR, we were on target.
Just days from the event, our content was created, our social ads live and our target groups (4×4 groups, Grey Nomads, motorhome clubs etc) were prepped and primed – the event was to be cancelled due to COVID-19, ulitmately impacting a peak selling period for the winery.
But that didn’t stop us. We quickly pivoted the idea and developed a new strategy – to take the event live online.
Our goal was to deliver the same planned experience, with our talent performing live while our audience could still drink wine and enjoy the entertainment and festivities from home. And so, we sourced a streaming platform to support multiple sites, created a run sheet with the artists, info sheets on how to operate the new platform and a run through with the seven bands for sound and picture quality.
To drive awareness beyond our local audience and to maximise reach, we distributed a press release to local outlets, published in local papers, High Life Magazine and The Chronicle.
We moved our entire ad spend to Facebook, where we could target our audience and drive our spend further, focusing on driving purchase of Riversands Wine prior to the event to participate in the virtual wine as well as supporting a family-owned business from the bush.
Our creative and relevent copy ‘panic-buying is welcome here’ gained traction, and our seldfie competition ensured our audience were participating in the fun and creativity from home. During the event we provided community management on the Facebook page, engaging and driving sales from the wine tastings and ‘show’ specials.
– Live event reached 15K + (streams)
– Digital content reached 40,000+ prospects (Facebook)
– 850% increase on online cart sales for the fortnight compared to the previous three months
– 532% growth in facebook engagement
- Campaign strategy
- Press release creation and distribution
- Social media operations
- Facebook & Instagram post management
- Instagram community management
- Facebook events
- Social media ad spend
- Local group/ club engagement
- Event listings on local websites
- Basic graphic creation for social
- Identification and testing of live streaming platform
- Virtual event management