Australian Wine festival – wine month campaign

About the Project

Wine Australia aimed to raise awareness among Chinese consumers about the high quality of Australian wines by organizing its first consumer-facing wine event. Partnering with premium offline retail stores throughout May 2019, the campaign celebrated Australian wineries and products.

Campaign Objectives

• Raise brand awareness of Wine Australia and its specific wineries
• Increase engagement among consumers
• Collect data about wine customers
• Incentivize consumers to purchase and try Australian wines

Strategy & Execution

UMS created an integrated digital marketing campaign incorporating:

• An interactive H5-based personality test to determine participants’ taste preferences and recommend matching Australian wines
• In-app maps guiding users to nearby stores where recommended wines were available
• Digital communications, PR, fan management, and activity monitoring
• A lucky draw competition for participants who purchased wines, with prizes including return tickets to Sydney, a Vintec wine cabinet, and a gift card for China’s premium supermarket Ole

The campaign encouraged users to share their "wine personalities" on WeChat to generate broader awareness.

Results

• 58% of campaign page visitors participated in the personality test
• 65% of participants completed the entire test
• 62% of participants clicked through to find details and directions for offline stores