ONEHOPE is a brand with a mission to bring people together to celebrate and serve the world. This is especially significant throughout the last few months of the year when the acts of serving and celebrating, in all forms, are even more prevalent. ONEHOPE wanted to help engage more people to do this for the launch of this evergreen campaign, inspire their versions of "serve and celebrate," and have them share those moments across their networks.
Each product in the portfolio gives back to an important cause through a quantifiable impact. For example, for every case of Sparkling Brut funds 25 meals to children in need. User generated content was critical to feature on the ONEHOPE platforms, showcasing the two cornerstones of the brand, using the hashtag #serveandcelebrate.
ONEHOPE's strategy was to implement influencer campaigns to get the word out by shipping them product for an in-kind collaboration. This would, in turn, fuel others to use the hashtag #serveandcelebrate, and ONEHOPE could gather images to repost and gain brand identity through the process. Some key features included:
-Product coinciding with each month's overall campaign. For example, in October, ONEHOPE promotes breast cancer awareness through the brand's wines that support this cause, so the brand reached out to influencers to promote these products during that month.
-Requirement to tag the brand @onehope, #onehopewine, #serveandcelebrate, and a hashtag for the month to coincide with the campaign the brand was running.
Implementation required reaching out to ONEHOPE's database of influencers (past and new) monthly. The brand then cross-promoted on their social platforms if the content was of quality.
Over Q4 of last year, ONEHOPE accomplished the following through this evergreen campaign:
-The brand created a more cohesive and creative Instagram feed
-More than doubled (from previous quarter) the amount of content collected and total estimated media value (based on the cost of professional/stock photography, quality, and use case of the photo as well as the channels of distribution)
-Tripled total reach from previous quarter (daily snapshot of total impressions which is the sum of followers and content)
-Tripled cumulative social engagement (likes, comments, shares)
ONEHOPE's goals of increased awareness and engagement we exceeded across the board. A larger brand understanding within the existing community was gained, along with a solid social standing as one of the leading millennial wine brands today.
