Chile – Viñamar

Viñamar Digital Strategy and POS

Challenge

This Chilean brand of sparkling wine with an aspirational brand presence, had the goal of building their image, which would then increase engagement over time. They came to DAf to build a digital strategy and brand communication for point of sale. They wanted our work to take them to the next level, with a focus on the concept of the wine as unique, which is central to the brand, while producing content that alludes to the availability for this wine brand for a certain (elite) echelon of society.
Client
Viñamar
Capabilities
Digital Strategy
Key Visual
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Solution

The brand often uses the word unique to describe itself, but steers away from talks of origin, focusing on lifestyle and the experience of being at their Moroccan-style mansion, which is called Casa Valle Viñamar. We focused on the premiumness of the brand as expressed through luxe photography, that sets the wine by the mansion’s poolside and with tasty, spare morsels and fruit, or within the mansion’s interior, or on its porch, with a view out into the countryside.

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Digital Strategy

We focused on the eliteness and uniqueness of the wine and the lifestyle it is associated with, which hints at a certain easiness of living and relaxing. Their differentiators were exclusivity and innovation, meaning a sparkling wine for high society, and one that creates different types of sparkling wines, as well as different formats, such as their single-serve 187 ml bottle. In keeping with these differentiators, the message we crafted does not speak to the consumer, but rather showcases the luxe life they can aspire to by drinking this sparkling wine.

We created innovative content based on current social media trends, specifically those that do well on Tiktok, such as an ASMR video with delicious sound for their 187 product and a several videos featuring influencers, such as María José Somarriva, who goes by @jopisomarriva, at a breezy relaxed picnic in a field on a blanket. We also created co-branded collaborations with a high-end chocolatier, and created a special box for our content creators with a contest for followers to have the same experience. We also helped to strengthen a project they have called Vitrinas, which is a showcase for small, local artists. We created new, reel-worthy videos that follow current trends, showing 30 seconds of the artist working, and eliminating their longer videos with step by step instructions that do not have currency in today’s fast-paced world of social media. All of these came together to build the brand’s image among their target audience, as measured by engagement over the previous year.

Key Visual

We developed a set of four key visuals, for each of their sparkling varieties, that features a woman in a sleek party dress holding the bottle behind her back, as if arriving at a party we’d all love to be invited to. The geometric accents of the bottle align with her dress straps, and both she and the bottle are in sharp focus, while the stately white mansion appears in the distance in bokeh.
Key Visual
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