19c_infamousink

#InfamousInk

19 Crimes Wine

Social Media Content Series

Client: Treasury Wine Estates

OVERVIEW

19 Crimes is an Australian wine brand that tells the story of Australia's infamous origins. Each bottle features the mugshot a convict found guilty of committing one of the 19 crimes— punished by transport and banished to Australia.

CHALLENGE

Connect with millennial consumers who feel more comfortable around dark spirits than wine, and who value non-conformism & authenticity.

SOLUTION

Building from the insight that nearly half of millennials have tattoos and our fans' fascination with the crimes featured on our corks, #InfamousInk was born. A social content series developed in collaboration with artist Austin Maples, revealed the story behind each of the 19 Crimes stamped on our corks which has cultivated a small-but-loyal following— through the lens of a topic that we knew our existing fans loved: tattoos. Our objective being to transform loyal fans into passionate brand ambassadors armed with a deeper understanding of our compelling story through this unique education series leveraging an unexpected medium— in category steeped in tradition.

RESULTS

+17.5% increase in our fan base exceeding projected goal of 10%
12% growth in Facebook fans
18% lift in Instagram followers.
6.5X lift in engagements on Facebook and 2X lift in engagements on Instagram— versus prior period.
2x the engagement on Facebook and Instagram— relative to the core competitive set.

AWARDS

Reggie Awards // Social Media // Bronze

CREDITS:

Sean DallasKidd, Executive Creative Director

Chelsea Nobbs, Art Director

Scott Iverson, Designer

Tom Hasenfratz, Sr. Copywriter

Liana Ogden, Copywriter

Kathryn Earls, Head of Strategy

Tracy Kolsolcharoen, Social Strategy

Remy Wainfeld, Sr. Account Supervisor

CASE STUDY