California Wine Weeks: Taking Europe by Storm
Inspired by the great wines of California and diverse European cuisines, the California Wine Institute embarked on a mission to unite the two, creating the California Wine Weeks (CWW). During spring last year, the campaign was launched with two main objectives. Firstly, to promote key restaurants participating in CWW, and also to spark excitement about California wines in local communities.
To make this vision a reality, California Wines entrusted FirstPour to partner with 28 Digital Ambassadors across 10 European countries to promote key restaurants and activations during CWW. These Ambassadors created and shared insightful content in the form of Instagram Stories, Reels, and posts – each showcasing the variety and versatility of Californian wines, enjoyed at top European addresses.
Although this campaign spanned across multiple countries and took many months of organising, liaising and coordinating, the results of California Wine Weeks surpassed expectations.
We believe the campaign’s success was achieved due to the compelling content created by our CWW Ambassadors. In the lead-up to CWW, they piqued their followers’ curiosity by sharing captivating, “Insta-worthy” coverage of their restaurant visit, featuring iconic Californian wines paired with delicious dishes. By following their experiences on social media, audiences were fully immersed in CWW, and inspired to try it for themselves…
Additionally, encouraging CWW Ambassadors to post in their native languages increased engagement and helped reach localised communities.
But we’ll let the numbers speak for themselves…
CALIFORNIA WINE WEEKS RESULTS
We partnered with 28 wine-specialist Ambassadors with a combined following of 380,000+
Our CWW Ambassadors produced 37 posts and 198 stories, resulting in 344,517 Impressions and 18,827 Engagements.
The Ambassador Media Value (IMV) totals €60,055 – an estimate of the media value generated from the content.
None of this would have been possible without our talented international Ambassadors, who successfully took Europe by storm and brought California Wine Weeks to life on social media.
Interested in learning more about Influencer Marketing? Or want to speak to our team about running a campaign? Contact us at team@firstpour.co.uk
