Every change of season is conducive to a good time to share with friends and family. The ideal occasion to taste a bottle of wine and enjoy the sunset…A magical moment around which we imagined the Magic Box influence campaign.
The mandate
In 2021, Dandurand Wines mandated Maison Made in to promote Magic Box Cabernet Sauvignon wine to the Canadian market. For this occasion, we created an influencer campaign to Magic Box wine to Canadians between 21 and 35 years old.
At the heart of the campaign is content designed to capture and celebrate “Magic Hour,” the transition from day to night, which also happens to be the time when many choose to have a glass of wine. Each piece of content captures the romance, energy and excitement of this transitional time, when the day switches from routine to lighting up the sky with the wonderful possibilities of what the night has to offer.
Photo credit : @chantelcarreira_The “Magic Hour” is enjoyed in stunning locations and various time zones across Canada, thanks to the content created by the 6 recruited influencers.
The campaign, conceptualized by Made in, took place over three seasons during which the 6 content creators created about 50 pieces of engaging content:
1) In the spring, the first content pieces in the Reel format highlighted the return of beautiful sunny days. Magic Box signals the return of the joie de vivre over a glass of wine shared with family, friends or couples.
2) In summer, the creators shared a picnic with Magic Box. The series of publications proposed a contest to win the perfect basket for a special Magic Hour picnic. A phase orchestrated with an engagement objective.
3) In the fall, the creators reinforced the awareness of the wine among their audience. In an atmosphere of autumnal colors, a new series of stories led the audience directly to points of sale so that they could consider buying a bottle of Australian wine.
In total, the three phases positioned Magic Box as the flagship wine for the special Magic Hour. Throughout 51 pieces of content and partnerships on multiple seasons, the key messages were successfully delivered by the content creators.
To reach a large number of Canadians, Made in amplified the content on Facebook Ads, generating almost 5 million impressions.
Photo credits : @chantelcarreira_, @heidikysa, @laaurenhahn, @lapetitenoob, @christina.mychas et @bijuleni
