This is
Malbec World Day 2021
We have carried out the first 100% digital edition
of Malbec World Day and exceed all industry metrics in the process.
We accepted the challenge of bringing the most important celebration of the year to the online world and we want to share it with you!
How can we relate a sensory experience without being there?
We wanted to convey the sensations that invade us when tasting Argentine Malbec.
For that, we created audiovisual content specifically designed for digital channels.
Why did it go so well for us?
Because we think of everything, and because we think about it digitally.
Our strategy included specialised content and key messages that were amplified in digital media and enhanced by actions of influencers from the United States.
Influencers
Contents
Digital Ad
How we work
Contents for digital
We renewed the landing page of the event and generated publications on social networks and articles on our blog to communicate Argentine Malbec in all its diversity: its different styles, tasting notes, processes, and everything that is behind a glass of Malbec.
We carried out our first activity with influencers
We partnered up with content creators in the United States to maximise our reach and communicate our key messages.
Our results
18.2M potential views
62.1K interactions
4.1K clicks
104 posts and videos
38 creators
Enhanced with ads
We developed a strategy of directing in digital media and the results outperformed all industry metrics.
Overall Results
28MM Views
13k Clicks to the site
0.17% CTR
77% VTR al 75%
1.25% Engagement Rate
+210%
de VTR YoY
VS. 34% VTR de la industria
+ 70%
CTR YoY
+380%
Engagement YoY
Gender
Age group
Devices
Audience
Occasional Consumers: Millennials in search of new consumer experiences. They have limited knowledge of wine categories and rely heavily on recommendations when it comes to buying wine.
Enthusiastic Consumers: Middle-aged and above, they are frequent wine drinkers, sticking to the wines and brands they know. Their experience in the category leads them to have the best oenological knowledge of all the segments.
Top countries
1.USA
2.UK
3.Argentina
4.Brazil
5.Canada