360 Degrees of Cava: Partnering with Digital Wine Ambassadors for Long-Term Success
At the start of 2021, the Spanish appellation of Cava was on the hunt for PR & Marketing representation in the USA and UK. Its objectives were: to educate wine audiences about Cava, position Cava as a premium sparkling wine, reach diverse wine audiences, stimulate interest in Cava, and promote Cava brands.
To achieve this, FirstPour partnered with two of the world’s leading wine PR agencies O’Donnell Lane (US) and R&R Teamwork (UK). Together we created ‘360 Degrees of Cava’, a year-long campaign basted around five key learning pillars:
1. Bottle Ageing
2. Traditional Method
3. World Food Pairing
4. Indigenous Grape Varieties
5. Zoning & Segmentation
Given our expertise in social media, FirstPour’s piece of the puzzle was to commission world-leading digital wine ambassadors, dubbed ‘CAVAmbassadors’, who were tasked with promoting Cava to wine communities in the UK and US.
Many months of liaising, curating, coordinating and fully immersing ourselves in the ‘360 Degrees of Cava’ campaign resulted in a mightily successful campaign that firmly established Cava in its target markets.
But what does a successful influencer campaign look like? Time to crunch some numbers…
360 DEGREES OF CAVA CAMPAIGN RESULTS:
We partnered with 19 CAVAmbassadors with a total of 800,000 followers.
Conducted across Facebook, Instagram, Tiktok, LinkedIn and Twitter, the content included feed posts, Reels, Instagram lives, IGTVs, Stories, tweets, Tiktok videos and more.
Our CAVAmbassadors created 379 pieces of learning content that generated 85,480 engagements and 744,907 impressions to highly targeted wine audiences.
So here’s to our CAVAmbassadors for bringing #360Cava to life on social media. From well-established wine experts like Jamie Goode, Jeannie Cho Lee MW and Julia Coney, to up-and-coming stars such as Georgia Panagopoulou and John Jackson – nobody does it better than these talented digital communicators.
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
