Wicked wines
Wicked Wines is a popular sub-brand within Global Wines, a successful importer and distributor of high quality wines. Wicked Wines is sourced from Spain but branded in Boston. It was inspired by the culture, pride and language unique to the Northeast region of the United States. Wicked Wines targets college students and young professionals, a niche market for the new wine enthusiasts in the Northeast. I have been working as a key contributor within their marketing and branding department since the start of my Summer of 2016 internship (only 1 of 3 marketing specialists).
The original internship was focused on social media but I was able to expand it to include so much more:
- Created the first marketing and communications plan for Wicked Wines
- Brainstorm, design and execute unique engagement techniques and materials to use at promotional events (Snapchat filter, photo booth with props, ice bucket promotion)
- Write, schedule, manage and monitor social media marketing
- Create email blast and weekly Blog content and schedules
- Conduct photoshoots and manage digital assets
- Plan promotional events and tastings
Promotional TACTICS and material for events
Monitoring social media analytics after my first event highlighted a serious problem. Consumers would like our social media platforms (e.g. Instagram, Facebook) to get promotional material but shortly after the event, consumers would un-follow our accounts because the concept was not building on a foundation of brand loyalty. I came up with a way to increase our social media presence and engage loyal consumers with new promotional tactics.
Snapchat
Wicked Wines sponsored one of the largest music festivals in Boston, “Boston Calling”. With 25,000+ attendees, Wicked Wines wanted to get some attention. With some last minute brainstorming, I created a Wicked snap chat filter for the upcoming weekend. Analytics showed that the Snapchat filter acquired over 20,000 views! With the success of our social media campaign, @OnlyInBOS had us do a Snapchat takeover for three hours at the music festival. I featured our brand and promoted our giveaways to over 100k followers.
Photo Booth and Props
Wicked Wines sponsored an event called 'Boston’s Top 10 Coolest Companies to Work For'. Our goal was to inform consumers where to purchase our product. In the past, Wicked Wines used this backdrop to photograph consumers for social media purposes, but this year I came up with the idea of photo booth props. Using photo booth props increased consumer engagement (more visitors, more likes, more shares) and gave consumers a reason to post their photos on social media and tag @Wicked_Wines. These consumers can be targeted in the future.
Ice Bucket Locations
To spread awareness about where to buy our product, we made an interactive ice bucket set up. Representatives for Wicked Wines asked the consumers what part of Boston they live in. In exchange for their business card, we gave them a neighborhood specific business card with the locations near their home where they can purchase our product.
Social Media Marketing
We utilized social media marketing as a key way to target college graduates and Generation Z with the goal to keep consumers engaged with our brand without feeling swamped with marketing advertisements. I created an extensive social media marketing plan including the scheduling for all social media platforms (Twitter, Instagram, Facebook), email blasts, blog posts and more. I implemented themed posts such as weekly #WICKEDfunfacts. The content revolves around fun facts about wine, the production of wine, and fun facts about drinking. Through Hootsuite I analyze social media impressions, schedule posts/tweets to go live at strategic times, and interact with consumers on all media platforms.
Blog and email blast
Blog sample: https://www.wicked-wine.com/annnnnnd-back-top-travel-destinations-2017
Marketing Photos
Wicked Wines Product Staging and Events
This gallery shows the photography I staged and shot, including event photos, bottle photos, and themed photos for seasonal marketing.
Global Wines Product Staging
These shots reflect othrer brands within the Global Wines portfolio.
Promotional events and tastings
Partnering with “Pitching in for Kids” and sponsoring the Jason Varitek Golf Classic allowed me to gain experience with on-site sales and marketing pitches to major clients such as Tim Wakefield, Shawn Thornton, and Kate Varitek.
