The Brief
Why Pernod Ricard Came To UsTo create engagement with existing and new consumers and build awareness inline with the brand proposition in the digital space.
Jacob's Creek Unwined.
Pernod Ricard.
The Work
What We Created For The CampaignWe created the Jacob's Creek Unwind campaign to provide constant dialogue with their consumers, by building on the wine occasion and social togetherness.
Our hook executed through digital media, and in-store was to WIN - with your friends, a piece of land in the Barossa. This incentive to become a member, gave consumers a reason to share the brand with friends and drive engagement with the Jacob's Creek Unwined promotion.
Using Echelon, we effectively used the captured data to provide the insights required to retain and build loyalty of our members, as well as automatically manage their profiles.
Coooeee allowed us to deliver relevant and engaging content, specific to each members profile. There is no point in sending a red drinker a recipe to go with white wine is there. Due to this engagement we were able to cross educate the Jacob's Creek range, and keep consumers up to date on new product releases, offers and promotions.
The Response
Reaction To The CampaignWe hope the lucky winners are enjoying a relaxing drop together as we speak, and all Unwined members are dinning on one of the fine recipes we recommended with their fine choice of wine.
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