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Cafe Collection for First Cape Wine

Task

Launch First Cape Café Collection, a new lighter style wine range.


Approach

Under the campaign theme ‘Extending the Conversation’ (which alluded to one of the benefits of drinking a lighter style wine) we teamed up with TV personality Alesha Dixon and launched the search for the UK’s Queen of Chat. This competition was aimed at 25-35 year old females and was a celebration of women’s ability to talk. Research looking into female chat was commissioned and issued to the press to coincide with a photo shoot and a short film featuring Alesha. The competition was channelled through social media and was hosted on the FirstCape website which saw over 11,000 visits, 100 entries and 6,500 votes in a 2 month period.


Impact

The campaign generated over 180 pieces of media coverage including 55 nationals. Traffic to the website increased by 75% YOY with average time spent on site up by 300%. Over 60.7m people were reached, engaged and entertained with four opportunities to see per target consumer.