Despite having the distinction of being the house pinot noir at The Plaza hotel in New York and Four Seasons properties across the globe, this virtual winemaker had a lackluster online presence. They clearly needed GillespieHall to usher their exceptional brand into the realm of social media.
Using Facebook and Instagram, our team designed a campaign to raise awareness nationally about the excellence of Row Eleven wines, and drive traffic to the winery’s website and online store. The campaign highlighted the many unique attributes of the company. This strategy was to attract new wine drinkers, including millennials, who historically have not made up a large share of Row Eleven customers.
In just eleven months, the winery gained 4,446 new Facebook and Instagram fans. In addition, 551,000 people saw posts online and the website store had 35,895 clicks. After one year, January online sales increased 117% over the previous January.