Overview
Pacific Rim is passionate about crafting world-class Riesling wines and has been doing so since 2006. Pacific Rim is dedicated to educating people about the Riesling variety and spreading Riesling zealotry, however in order to spread the Riesling word, Pacific Rim needed to find a medium to seek out wine enthusiasts and social wine drinkers to increase their brand awareness. Anvil partnered with Pacific Rim and Grow Creative, a brand consultancy and design agency specializing in the wine and food industries, to offer a strategic social media plan focusing on Facebook to increase Pacific Rim’s brand awareness.
Objective
Increase brand awareness through Facebook and establish credibility to retailers through fan acquisition and interaction.
Challenge
Pacific Rim needed a creative way to reach and connect with its target audience as well as show retailers that Riesling is a type of wine they should sell. In order to convince more retailers to stock Riesling, specifically Pacific Rim Riesling, they needed to show retailers an engaged audience.
Strategy
Anvil worked with Pacific Rim and Grow Creative to plan a Facebook Fan Page strategy in order to develop a community for Riesling and wine enthusiasts. In order for Pacific Rim to obtain engaged fans quickly, they utilized their newsletter subscriber list and offered a free unique gift to visitors for becoming a fan. Pacific Rim educated fans on Riesling and Pacific Rim through video animations, Riesling Rules Book and blog. Lastly, Pacific Rim offered the opportunity for fans to learn more about Pacific Rim wine and purchase the wine directly from Facebook.
Results
By following Anvil’s strategy and Grow Creative’s beautiful design and implementation, Pacific Rim experienced the following results:
- 11,600+ fans in a 2 week period by promoting the free calendar cube online.
- Established online relationship with current consumers of Pacific Rim, who typically only interact with retailers that sell Pacific Rim, not the brand directly.
- Increased brand awareness and interaction with fans proclaiming their love for Riesling via wall posts, over 300 fan posts in two weeks.
- 7000% increase in traffic to the site from Facebook, with a 15% increase in revenue and 73% increase in transactions since the Fan Page launch.
- New fan rate far exceeded the de-fan rate, showing Pacific Rim was successful in targeting the right audience with promoting the free calendar cube.
- After a month of launching Pacific Rim’s Facebook page they have acquired over 13,380 active fans with continued fan engagement and growth.