In a year of worldwide crisis, the media is dominated by Covid-19. Since connecting with fans, consumers and press in person, is almost impossible in these times, it is now more than ever crucial for brands to remain active and visible. Therefore, we shifted the strategy for this client fully towards online PR & communications. To meet this goal, we developed an integrated PR campaign in the Benelux with a strong online focus. The campaign was built around the PESO-model: with a fine selection of Paid, Earned, Shared and Owned media.

The Finest kicked off with a creative concept. We posted a job opening for a dream job: a title like Rueda Winefluencer and yes (!) – getting paid to drink wine. Who wouldn’t want that?

Facebook and Instagram served as the platform for the campaign. We challenged wine enthusiasts in the Netherlands and Belgium to share their love for Rueda on Instagram with #TasteRueda. The most creative and interactive candidate was rewarded with a paycheck of up to €5000 and became the Rueda Winefluencer for the year.

To generate free publicity for the PR campaign, we actively pitched the creative concept to the media. We expanded the campaign with various paid media collaborations.

The outcome of this Benelux integrated PR campaign:

• UGC by over 100 participants in Rueda Winefluencer
• A growth of five percent in Facebook followers and a growth from zero to 700 Instagram followers;
• Over fifteen articles of free publicity, in print and online
• Eleven media collaborations in The Netherlands and Belgium;
• Eight blogs on ruedawijnen.nl and on ruedawijnen.be; eight times more traffic to the website;
• Over € 1.3 million in PR value;
• Millions of consumers reached, excluding contest participants