Since : 2020
Location: Mexico - National
Sector: Food and beverages
Development: Creative campaign, digital marketing
FOR NEW CONSUMERS.
Round Valley, leading alcoholic and non - alcoholic beverages in Mexico, launches to the market an innovative product: the first wine in presentation of 330 ml Tetra Pack ®, and needed to design a campaign to connect with your target market: new wine consumers used to drinks of different categories.
Birth Group joins the Valle Redondo team with the slogan of putting the D-Vino product in the conversation and mind of the target market, through strategies and creativity.
Among the characteristics of D-Vino is the practicality and convenience of its packaging and presentation, since it opens the opportunity for new consumption occasions by eliminating the common complications of bottled consumption.
Bearing this in mind, the Birth Group team identified the younger generations of alcohol consumption age as their target, identifying that they are the ones who most value the attributes and practicality of D-Vino , that is, they are not interested in the protocols around the consumption of wine but yes in having and living new experiences.
From this comes the campaign: Less experts, more experiences.
The best environment to communicate and position D-Vino is, clearly, the digital universe. Birth Group designed a comprehensive campaign, considering different digital media, including search campaigns and social networks to achieve the successful positioning of the campaign.
The objectives are mainly focused on the construction and growth of the community of followers, but above all the increase of interactions and conversations, as a parameter in the fulfillment of the desired engagement.
A COMMUNITY FOR
As part of the digital strategies, a campaign was carried out in which D-Vino invited non-expert influencers to be the voice of the brand.
The campaign managed to summon more than 200 micro-influencers, and integrate a team of 35 people developing different activities and dynamics achieved mainly by the identification that the brand has achieved with them.
BIRTH GROUP AND D-VINO,
TOASTING GREAT RELATIONSHIPS
Since 2020 we have been designing creativity and communication campaigns for the D-Vino brand throughout the country.
Among the main projects is the design of its creative concept "Less experts, more experiences" and the execution of digital campaigns for content, search, display and influencers.