The client wanted a campaign to celebrate Malbec National Day that would capture the attention of both people and media. So, we thought big: if Malbec is the Argentina´s star wine, why not name a star after it.
The campaign launched on Instagram with posts introducing the concept of "a star called Malbec", then we invited people to join this celestial initiative through the brand’s landing page.
Our enthusiasm to elevate our Malbec to new heights was so strong that we even invited other wineries to participate, fostering a spirit of camaraderie over competition for that day
To our delight, the idea caught the attention of the media, which began to pick up the news organically.
"A STAR CALLED MALBEC" - NUMBERS:
48 media coverages.
48 media coverages.
4.603.849 people reached.
Coverage across National and Regional media: La Nación Revista, Infobae, Ámbito Financiero, El Cronista, Canal de la Ciudad, CNN Radio, Radio 10, Millenium.
FINALLY...
We wrapped up the campaign by sending the letter and expressing our thanks to each of the 483 dreamers who added their signature.
