#GarnachaDay is an annual offline event that publicizes and celebrates the Garnacha wine grape (aka Grenache) that is popular in many blends, but less known on its own. Our challenge was to create excitement and grab attention on social media, with both the general public and wine influencers. Our primary goal was to get #GarnachaDay trending on Twitter on September 18th - and we did it!
We created a multi-channel strategy designed to drive conversation around #GarnachaDay on September 18th, ultimately getting the hashtag to trend on Twitter. Here's how:
1. One goal, one day. #GarnachaDay, on September 18th, 2015, is an international day dedicated to enjoying Garnacha (also known as Grenache) wine. We focused all of our efforts to drive chatter on this date.
2. Great content. In addition to creating our own high-quality images, sweepstakes, and copy to share across our social networks, we partnered with a blogger network to create amazing custom recipes that pair well with Garnacha wines.
3. Solid fanbase. We invested heavily in paid Facebook fan acquisition as well as organic growth on Twitter and Instagram so that we had a solid fanbase at the start of our program.
4. Smart partnerships. Wines of Garnacha partnered with SnoothTV to create a virtual #GarnachaDay tasting around the country with some of the best and most popular wine bloggers.
5. IRL hustle. Wines of Garnacha partnered with Wine Riot, a massive wine event in New York City that attracted thousands of voracious wine lovers. Multiple people were on the ground ensuring that attendees use the hashtag.
6. High-touch engagement. We wanted to make sure that everyone who participated in #GarnachaDay understood our gratitude, so we were sure to engage with everyone who mentioned us.
#GarnachaDay was a great success in social media with huge engagement across Facebook, Instagram and Twitter, including over 1,000,000 social media impressions and #GarnachaDay as a trending topic on Twitter the day of the event. Paid support on Facebook also offered huge ROI helping to boost sweeps entries and engagement on that platform.
