Piccini wine is Classic Fun from Italy. As the Creative Director I launched Piccini’s social publishing work on Facebook that included experiential/video and an advocacy program, then pushed it out to all channels with great results. We learned what resonated with the consumer and built the brand with the consumer in hand. Bottom-up thinking revealed the idea of Choose Happy to be one of the ideas that Piccini represented at its core along with its Italian heritage. FB engagement reached 7% within 6 months. The Social Publishing program will gain 100,000+ new US advocates in its first year, driving reach well over 5,000,000 people and impressions past 30M+. It will also create “liquid to lips” opportunities in strategic US markets as Groove launches consumer focused “Orange Parties” in conjunction with trade events.
Designer: Bridget Ryan