Santa Margherita, a reference in Italian wine since 1935, entrusted Made in with an influencer marketing campaign in 2023. Centered around the Osheaga festival in Montreal, Made in strengthened the awareness of Santa Margherita’s exceptional wines and its unique commitment to sustainability.
Made in was commissioned to develop and implement an influencer marketing campaign in the summer of 2023. The initiative aimed to increase awareness, affinity, and engagement among their target audience for Santa Margherita’s wine offerings, while highlighting its commitment to sustainability. The Osheaga festival, held annually in Montreal in August, provided the perfect opportunity to capture the interest of a younger audience. The brand’s effective representation at the festival was crucial, considering it was the sole wine brand present at the event.
Made In’s strategy was to invite, for these three days of concerts, 6 Quebecois lifestyle creators (2 TOP and 4 MID), who skillfully leveraged their extensive reach and engagement capabilities. They created aesthetically pleasing content that resonated with the festival’s atmosphere.
After a meticulous analysis of the profiles, Made In recruited @noemiemarleau, @ineslalouad, @stevens.dorcelus, @alexane.pelletier, @michaelfortin_ and @trangreeny to embody the key messages of the campaign. They created content over the three days highlighting the wines sold on the site. From August 4 to 6, 2023, daily content was published to an audience of over 400K followers.
Each influencer enjoyed daily sharing on Instagram Stories, highlighting their visit to the brand’s booth to showcase its strengths, including its organic commitment, carbon neutrality, refreshing character, and premium status. In real-time, they provided their audience with an experience that combined wine tasting and musical enjoyment, offering Santa Margherita excellent organic visibility.
With a total of 409,000 followers, the 82 pieces of content created generated 2 million impressions and views, demonstrating the successful strategy implemented by Made in. The campaign not only met the awareness objectives but also exceeded engagement goals, achieving a 3.13% engagement rate per follower, reflecting strong enthusiasm from the audience. It’s worth noting that in 2023, the average engagement rate is 2.05%.
@emmapersiphotography
