SERVICE
Social Media
Internet Marketing
ROLE
Reach and Engagement
Amplifying Reach and Engagement for Wine in the Warehouse
Wine in the Warehouse is a premier event that takes center stage within the renowned St. Croix Food & Wine Experience hosted annually by the St. Croix Foundation. The event features world-class food and wine experience while raising funds for community development programs in the U.S. Virgin Islands.
The Challenge
With a small team and limited capacity, the Foundation needed an amplified social media strategy to increase awareness and drive ticket sales for Wine in the Warehouse.
Primary Goals
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Expand the event's reach beyond the local St. Croix audience
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Share compelling content that inspired ticket purchases
Our Approach
Our team developed an integrated social media campaign focused on performing video content. We collaborated closely with the client to align on strategy and gain approvals.
Our Key Tactics Included
- Building a multi-channel content calendar for organic and paid promotion.
- Producing short 15 and 30-second video ads showcasing the event's vibrant flavors and culture. The videos featured the previous year's decor, participants, chefs, wine, and the scenic Bohlke hanger views.
- Implementing non-skippable YouTube video ads to ensure complete views and maximize impressions.
- Running targeted Facebook ads optimized for food and wine enthusiasts ages 35-64.
- Tracking and optimizing based on performance data throughout the campaign.
The Outcome
Over a 4-week timeframe, the social media campaign generated outstanding results:
- 33 highly engaging posts, reaching 27,940 people on average.
- 186,905 YouTube video views with an 80% viewership completion rate.
- 262,000+ Facebook ad impressions and over 5,400 link clicks.
- 66 new organic page followers representing potential customers.
- A sold-out event 4 days before the date, with 125 more tickets sold than the previous year.
- Valuable ad performance insights to inform future marketing strategy.
The Impact
Our strategic use of social media to promote Wine in the Warehouse expanded its reach and directly drove ticket sales. The Foundation received glowing feedback on the quality of communications. The success provides a framework for larger-scale promotions to new audiences in the future.
This solution serves as a pivotal tool for change and a foundation for ongoing innovation and efficiency improvements in the Virgin Islands.
Conclusion
Leveraging targeted video ads and organic engagement, we achieved outstanding awareness and conversion for Wine in the Warehouse. Our work demonstrated the immense power of tailored digital marketing campaigns.
This solution serves as a pivotal tool for change and a foundation for ongoing innovation and efficiency improvements in the Virgin Islands.
