Banfi Vintners is an On Purpose brand because it listens to its customers and takes the time and resources to develop new wine varietals specific to their wants and needs.
EGAMI was challenged by Banfi to launch a new sparkling red wine called Bell’Agio to young female millennials. While more and more women within this target were consuming wine, most weren’t consumers of, much less aware of, the sparkling red type. EGAMI was tasked with grabbing the attention of the target to make her aware of this new wine and encourage her to try it.
From building the brand identity to understanding the audiences of influence to help launch the wine, EGAMI helped the brand deliver on the lifestyle and cultural needs of the female millennial target in an effective launch strategy in its target markets of New York and Florida. Through engagement with local influencers and the execution of dynamic nightclub experiences for the women in each city, EGAMI helped drive awareness, trial, and sales of the new wine. Each influencer not only hosted each event but also become brand ambassadors in their market, leveraging their fan base and social networks to bring the Bell’Agio brand to the masses at every social touch point over the course of a season.
Making the product launch a success, EGAMI conducted outreach to national and regional media securing the attendance of 6 editors and bloggers at the events resulting in 8 press hits with product messages leading to more than 300,000 media impressions. The local Bell’Agio influencers’ social media posts garnered 700,000 views. At the end of the multi-city activation, well over 2,400 female and male Millennials were engaged with the brand.