VeRy wanted to promote its wide range of fruity wines to a foodie and lifestyle French audience throughout the summer season to build more brand and product awareness. They called on Made in to lead a summer influencer marketing campaign on their behalf, which took place between June and August 2019.
VeRy wines are versatile and can be enjoyed in many ways. As such, the campaign concept was for the influencers to share their own #VERYMOOD. Would you drink your VeRy wine in a cocktail, ice-cold, or paired with a meal?
The campaign kicked off with a cocktail-themed June launch event featuring a tasting, an Instagram-worthy mixology workshop, and even screen printing. The influencers relayed the event’s highlights via Instagram stories.
The brand then launched a competition on its Instagram account for the chance to win a standout cocktail experience in London, UK. The 20 influencers of the campaign (followed by between 21K and 101K social users) had two missions:
The campaign offered the brand a potential global reach of 978K (up from an expected 800K) and over 977K impressions. Thanks to the social media competition, the VeRy account on Instagram gained 1,600 new followers.
