Piccini makes classic wines from Italy. I launched their social publishing program that included branding, experiential/video and an advocacy program. We learned what resonated with the consumer and built the brand with those insights. 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. It will also create “liquid to lips” opportunities in strategic US markets with “Orange Parties” in conjunction with trade events.
Agency: Groove
Designer: Bridget Ryan