Cantine Maschio, one of the leading brands of Cantine Riunite & Civ, created together with Gomitolorosa ONLUS the new social project for Christmas 2018. For the following charity initiative, an original limited edition of the mini Prosecco cluster, icon of the brand, was dedicated to the Onlus. The packaging recalls a knitting texture and highlights the principles and values of the non-profit organization and the support given by Cantine Maschio.
Cantine Maschio winery appointed JacLeRoi, the food and wine advertising agency, to launch the new limited edition on social media as well as organizing Digital PR activities.
The main objectives of the social strategy were:
– brand positioning to higher level
– giving a great visibility and value to the brand
– intercepting a wide and high spending target
Aggregation, conviviality, sharing and being together were the keywords we focused on Social Media Strategy.
Illustrated mini videos and photo shoots that portray the winter-style world of mini Prosecco and the “knitting” mood were the key features.
In order to let the target audience fully enter into the Christmas mood, we created an “advent calendar” in a social format: every day, from the 1st to 24th of December, we made a surprise for our followers, thanks to some mysterious and intriguing posts.
As regards the Digital PR activities, the food and wine agency involved nine influencers from knitting, food and lifestyle world, with the aim of reaching the broader pool of users interested in this charity project. Each influencer received a customized Christmas box containing the new mini Prosecco cluster, a pink ball of wool and a personalized ticket. Each influencer was asked to talk about the charity project through Instagram Stories, and to sensitize their followers to this reality, inviting them to the events organized in Euroma2 and Oriocenter shopping centers.