D.O. Rueda

D.O. Rueda

Rueda Winefluencer

The Spanish wine region D.O. Rueda is known for its verdejo grape. We have been carrying out the PR & Communication activities for this client in the Netherlands and Belgium with great pleasure for several years now.

PR Campagne free publicity
PR Campagne free publicity
pr campagne consumenten
pr campagne consumenten
PR Campagne free publicity
PR Campagne free publicity
PR Campagne free publicity
PR Campagne free publicity
PR Campagne free publicity
PR Campagne free publicity
PR Campagne free publicity
PR Campagne free publicity

Goal

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.

Campaign

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.

Results

The outcome of this Benelux integrated PR campaign:

  • UGC by over 100 participants in Rueda Winefluencer
  • A growth of 5 % in Facebook followers and a growth from 0 to 700 Instagram followers;
  • Over 15 articles of free publicity, in print and online
    11 media collaborations in The Netherlands and Belgium;
  • 8 blogs on ruedawijnen.nl and on ruedawijnen.be; 8x more traffic to the website;
  • Over € 1.300.000 in PR value;
  • Millions of consumers reached, excluding contest participants