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CASE STUDIES |
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The Client: Paterno Wines International
Paterno Wines International is the leading marketer of luxury wines in the United States, marketing more than one out of eight bottles of wine over $14 sold in America
The Challenge
In 2003, Paterno’s CEO Anthony Terlato discovered a bright, crisp and stubbornly unpronounceable Greek white wine called Boutari Moschofilero (say “boo-TAR-ee mos-ko-FEEL-ero”).
The challenge was to launch the wine to a mass audience in the U.S. without spending $50 million in traditional media.
The Solution
The Well's first step was to carve out a definable niche for the white wine: single women aged 25 to 35 who spend their weekends at popular bars and restaurants.
We then created an online community via a Microsite that celebrated the power, beauty, and zest for life these women feel when they bond with each other over a glass of Boutari Moschofilero.
The Microsite’s name, whenitfeelsright.com, plays off the difficult-to-pronounce Greek grape, Moschofilero (mo-sko-FEEL-er-o), with emphasis on the syllable “feel.”
The Microsite featured a host of content geared towards single women, such as:
- “Goddess Night Out,” where women were invited to sign up with 10 friends to win a “Goddess Night Out on the Town,” including free limousine service, free nail spa service, and free wine and dining at a four-star restaurant
- Free camis with imprinted sayings like "Goddesses rule. Mortals drool." were given to hundreds of women who registered at the Microsite
- Recipes, which of course complement Boutari Moschofilero, created by top chefs were distributed through an email campaign.
- Listings for all of the best local nightspots and events where Boutari Moschofilero would be served, providing site visitors with all the details and directions they would need to frequent these Boutari-friendly establishments (including a ZIP code-based locator)
Then we introduced the target to Mr. Wrong through an on-line video instruction manual, titled "The Boutari Dating Guide," that showed visiting Goddesses how to distinguish Mr. Right from Mr. Wrong on that crucial First Date.
Once visitors got to experience the bumbling Mr. Wrong’s bad first date conversation, they were invited to “Tell-A-Friend” about it, thereby sparking even further buzz around the Microsite.
The Well has been continuously building this buzz to higher and higher levels by promoting the entire Microsite through an ongoing campaign of cost-effective online media buys. These online ads are being carefully placed on entertainment and lifestyle websites that are especially popular with the brand’s 25-35 year-old female target.
The Results
After just six months, the business results from the “When It Feels Right” Microsite have been nothing short of stunning, as Boutari Moschofilero’s second-half 2005 case shipments are up a staggering 128% versus year ago.
From a consumer standpoint, the Microsite approach has made the brand much easier to find across all of the major search engines. Better yet, the site has captured thousands of unique email addresses of women who have become part of the Boutari Moschofilero community. These women currently receive regular email updates regarding new content on the Microsite, as well as local Boutari Moschofilero events in their area.
In addition, this largely consumer-focused Microsite has gone far to drive trade acceptance of the brand, as bar and restaurant accounts have been especially quick to begin stocking Boutari Moschofilero in return for a featured position for their establishment on the Boutari Microsite.
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