Linqia and Wente Vineyards - Marketing Campaign of the Year
Company: Linqia, San Francisco, CA
Company Description: Linqia is a leader in performance content marketing technology, delivering turnkey influencer marketing programs that are guaranteed to deliver concrete business results. Linqia is the easiest way to inspire action with your target audience, reaching today’s consumers through authentic, influencer-generated content.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Beverages - Alcohol
Nomination Title: Linqia and Wente Vineyards Launch Multi-Flight Influencer Marketing Program; Content Inspires 105,000 Audience Engagements
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
Wente Vineyards, a fifth-generation family-owned business, wanted to increase awareness around its wide collection of wines. The brand turned to influencer marketing to help develop and share its story of being “the oldest continuously operating, family-owned winery in the United States.”
In 2016, Wente Vineyards teamed up with Linqia to launch a Storybook, a three-flight influencer marketing program that activated influencers in the Parenting, Lifestyle, Active Living, Home and Garden, Food, and Travel verticals. In the first flight, titled Love of the Journey, influencers shared their deepest passions and detailed the journey or practice that goes into perfecting them. The influencers paralleled their personal stories with Wente Vineyards’ passion for winemaking, encouraging their followers to visit the program landing page to learn more about the brand.
The second flight, titled Paired by Wente Vineyards, continued to drive awareness of the Love of the Journey content theme. Influencers talked about their passions while simultaneously weaving in Wente Vineyards’ history of winemaking and music, two of Karl D. Wente’s (Fifth-Generation Winegrower) biggest passions. Influencers also shared a free shipping code and encouraged their audiences to experience wine from Wente Vineyards for themselves. During the second flight, Linqia’s program managers found that many influencers were passionate about cooking. This storyline garnered the most audience engagement and, as a result, Linqia advised Wente Vineyards to optimize the final flight by shifting to a recipe focus.
In the third flight, also titled Paired by Wente Vineyards, influencers switched focus to pair the Wente Vineyards with their favorite recipes. The influencers shared their top food and drink recipes, complementing their blog stories with beautiful photography of the process and end result. Some influencers even created tutorial videos on how their audiences could recreate the mouthwatering entrees with Wente Vineyards wine as a key ingredient. The influencers’ passion for cooking resonated deeply with their followers, resulting in a 3x jump in audience engagement from the previous flights.
By the Storybook’s end, Linqia influencers created over 3,100 pieces of original content, including 110 unique blog stories, 150+ photos, 31 recipes, 10 videos, and almost 2,900 social posts around Wente Vineyards passionate history and its wide collection of wines. The program content reached 41.8 million consumers, 230% more than anticipated, driving over 38,000 visits to program landing pages and inspiring nearly 105,000 audience engagements, 241% over the program goal. The brand has also repurposed the influencer-generated content on its social channels.
Although this Storybook program was Wente’s first foray into influencer marketing, the Storybook program was so successful that the brand is planning to double its influencer marketing investment in 2017.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
- Storytelling: Wente Vineyards wanted to tell their history and show consumers that it’s about much more than just wine. The program returned 110 unique blog entries, each sharing the Wente Vineyard story of passion.
- Awareness: Linqia influencers reached 41.8 million consumers, 230% more than the program goal.
- Optimization: Program managers were able to optimize the third flight using insights from previous programs, increasing audience engagement by 3x.
- Traffic: The Storybook program inspired over 38,000 visits to the Wente Vineyard’s landing page to learn more about brand and its products.
- Engagement: The program’s content resonated with consumers, resulting in nearly 105,000 engagements, 241% more than anticipated.