Social Media Strategy

Challenge

Viñedos Familia Chadwick called on DAf to craft a digital media strategy for Seña, their iconic luxury wine, a bold step in this medium that often showcases pop culture and fast fashion, values that do not represent this product. For the discerning consumer of Seña, unlike for some other luxury items, neither price nor scarcity are of prime importance, and in this category, neither the storied lineage nor the vineyard’s history are the main motivators.

Two Profiles

To build out a social media strategy that reinforces Seña as a brand central to an exclusive lifestyle, DAf identified two different profiles that describe the target audience, which are the Collector, and the Bon Vivant. The Collector represents a slightly older consumer, who appreciates access to an icon wine that can evolve over time but is not inherently interested in the intricacies of winemaking. They are not looking for the history of the enologist or how specifically the wine was crafted. They are demanding customers and seek out Seña as a collectible because of its inherent value as a wine, related to above all, how the wine tastes. The Bon Vivant is slightly younger, a digital native and is a high-end trendsetter and purveyor of what is “hype,” the season’s must haves, and is motivated by the image that choosing a certain brand entails, with an eye towards elegance and exclusivity. Having and drinking Seña for them demonstrates that they have good taste and purchasing power that assures them a place in an elite category that not everyone can attain. For these two profiles, we built a library of more than two dozen photos, half for each profile to be used on the company’s Instagram feed, as well as a video with a similar look and feel also for their Instagram feed.

Collector

Bon Vivant

Photography and Video

Taking cues from Seña’s identity as a luxury biodynamic wine, that expresses elegance and attitude, and the brand’s need to stand out from the crowd, we traded gold and black which often appear in luxury products for an understated refinement, using a palette of white, earth tones and the winery’s signature blue for photography and video. We took cues from Japanese ikebana, to combine textures such as marble, porcelain and silk, smooth and perfect, with the intentionally disruptive rugged textures of bare earth and rocks. Two different profiles, that of the Collector, and the Bon Vivant are revealed through the images and video as seen here. Two different visual messages are employed, using still lifes with a fantasy, dreamlike quality for the Collector and ultra luxe lifestyle shots to speak to the Bon Vivant, to define different ways of expressing Seña’s essence that are both emotional and functional.