- 1 million case brand with older audience needed to engage younger consumers
- Needed more cost-effective marketing than advertising
- Benson began Social Media campaign in January 2010
Strategy:
- Created editorial calendar with frequency determined by engagement vs. unsubscribe evaluation
- Actively give nod to Wine Club members as they are the brand ambassadors and most likely to be emotional about the brand
- Create video, photo and “contest” content to drive involvement
- Only present sales message at key times of the year, and demonstrate purchase benefits through examples
- Most importantly, gain fans authentically and focus on each individual post and interaction with fans
Results:
- Consumer surveys show strategy creating younger consumer base for brand
- Website traffic up 57% from Q210 vs. Q209, driving growth in direct sales, winery events
- Campaign connects marketing to sales efforts, and showcased family ownership
- Online sales continue to grow
- Campaign costs less than one ad in Wine Spectator
| Date | Action | Facebook Fans |
| May 2009 | J. Lohr Vineyards & Wines launched Facebook. | 0 |
| January 2010 | First Social Media program launched | 1,000 |
| February 2010 | Launched Twitter, Flickr, YouTube accounts | 1,250 |
| July 1st, 2010 | Active, engaged Social Media community | 1,820 |
