BABE wanted to respond in real time to the unprecedented cultural moment of the 2020 election -- while acquiring new customers and capturing first party data on BABE’s DTC Site.
INSIGHTS:
We were all on edge throughout the 2020 Presidential Election. Remember that existential feeling of dread you had after the first debate? We all do. That night was such a garbage fire that social mentions of wine increased by 60% overnight.*
(*Source: Brandwatch (September 28 - 29, 2020))
STRATEGY:
This response made America’s exceptional need for wine loud and clear. And with Election Night just around the corner, BABE Wine was inspired to help make what would surely be a longgg night a little bit more comfortable in a way that only BABE could; by creating an Election Night Survival Kit.
In less than three weeks, the kit was developed, approved by an army of lawyers, manufactured, and stocked on our website just in time for Election Day delivery. Keeping it in stock was the difficult part.
The Election Night Survival Kit not only responded in real time to America’s collective mental exhaustion, but also provided a solution. It featured a ball to squeeze to distract from ranting on Twitter, tissues in case of tears (or sweat, we don’t judge), a pillow to scream into, and of course, the wine America so clearly needed.
Everyone flipped for it. The kit sold out three times with people even asking to place bulk orders for their family and coworkers.
It also drove a 70% new customer acquisition rate, helping more people find out about BABE, and leading to 4x growth in our addressable audience in 2020.
That’s what happens when a consumer insight meets the perfect idea.
(Oh, and a pillow to scream into helps too!)
