Putting Chardonnay on Trend
1
Background
William Hill Estate produces several types of wine but is the most successful Chardonnay brand within the vast EJ Gallo wine brands portfolio. However the brand’s market share has been slowly decreasing as brand awareness and sales declined. They were fighting off new entrants with fresh identities and a wine consumer who was more brand experimental than loyal.
We were tasked with increasing consumer awareness and engaging consumers on social media through the definition of a social strategy and recurrent content creation. After analyzing the existing content to uncover opportunities, we focused on creating a strong foundation for William Hill social content by defining which pillars should help us define the right content formats and ideas.
2
A New System
We crafted a new design language where color, photography and design elements came together to express the unique Californian terroir that gave William Hill Chardonnays (and other wines) their personality. Assembled with copy that balanced authenticity and simplicity with the right level of wine knowledge for our aspiring connoisseur audience it became a whole new take on the way the brand expressed itself on social media.
3
A Variety of Content
We created a range of content ideas and formats, organized under our strategic content pillars. These ideas range from conveying the vibe of a sunny afternoon tasting in Napa to experiencing ChardonnASMR sensorial moments or to sharing the right level of engaging information such as tasting notes or food pairings. And, to help us determine which content types were the most valued by William Hill social channels users, we went through a test-and-learn phase to gather real data, adjust and hone our content calendar.
