In the Spring of 2016, I led the team that developed a social media-focused video campaign for Fetzer Vineyards, designed to engage Millennials and younger members of Gen X who had become the most influential wine drinking audience.
As part of our overall efforts to rejuvenate the Fetzer brand by highlighting their heritage of sustainable winemaking practices and environmental stewardship, we developed the Sounds of Craft campaign. Our concept relied on sound design to leverage Instagram and Facebook's "tap for sound" audio cue as a way to differentiate our content and encourage deeper engagement and full video views. Our series of 30-second video vignettes layered musical compositions of field recordings matched with visual moments from winemakers, tastemakers and Net Positive authorities to emphasize the relationship between wine and the land it comes from.
These vignettes were parlayed into a national digital advertising campaign; when combined with our social media exposure, these videos garnered over 2.5 million impressions, 988K video views, a combined $0.02 Cost Per Video View (nearly 10x lower than average) and 227K social actions.