Frontera Goes Grammys
Frontera
With the biggest music event of the year fast approaching, Frontera turned to DAf to activate its role as an official GRAMMYs wine partner through a campaign as dynamic as the show itself. The challenge was to discover how to translate this high-profile sponsorship into compelling consumer-facing content. In addition to collaborating with a local partner, DAf created eye-catching visuals and videos that would enable influencers to showcase their personal experiences while amplifying the brand’s presence around the event.
Bringing the GRAMMYs partnership to life
Over the past five years, Frontera has steadily built cultural relevance, highlighted by its partnership with the world-renowned GRAMMY Awards since 2022. To make this relationship meaningful for consumers, DAf and a local partner developed an influencer-led approach that allowed audiences to experience the glamour from within. In the weeks leading up to the ceremony, we produced videos and imagery capturing the elegance, anticipation, and excitement of the event, helping to differentiate Frontera from traditional sponsorship activations by prioritizing authentic, experience-driven storytelling.
Telling the story from the inside out
A group of micro-influencers attended the awards weekend, documenting every moment- from preparations to red carpet excitement and behind-the-scenes celebrations. Each creator shared their perspective with their own audience, generating a mosaic of authentic narratives that extended the brand’s reach organically. The campaign achieved a remarkable 47% engagement rate, demonstrating the power of personal storytelling when aligned with a major cultural moment.
Multiple perspectives, one story
By placing creators at the center, Frontera transformed a prestigious sponsorship into a participatory experience that felt immediate and relatable. First-hand storytelling built trust, excitement, and emotional connection, turning viewers into virtual guests of the event. The result was a campaign designed to dazzle across social platforms while reinforcing Frontera’s position as a brand that lives where culture happens.