2006 - The Stormhoek story

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A quick presentation I found from years ago giving an overview of some of the stuff we did to launch Stormhoek, the worlds first real world brand to be successfully launched via online/social media marketing.

The presentation was put together by founder Graham Knox, Shane WIlson, & myself.
This was one of the first case studies used around the world for social media marketing success. The lessons we learned are still valid today - "Interactivity creates trust and loyalty".

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  • Hello there, Sure thing, this was just a presentation for lessons learned, not a case study hence the lack of creds. Please do send all the names of the people in London though and will pop them in some sort of crew list (Will be v long :) ) Have a brilliant week, Chris - chris.rawlinson at ogilvy.co.za
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  • Hey Chris,
    You should credit appropriately.

    Jason Korman
    gapingvoid ltd
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2006 - The Stormhoek story

  1. 1. The Stormhoek Story By Graham Knox & Chris Rawlinson
  2. 2. Our Blog
  3. 3. Thresher’s Voucher
  4. 4. Of course [you can upload it], it’s just a blog... Monday, Nov 27th : Tuesday, Nov 28th : Friday, Dec 1st : 37,000 Downloads 56,000 Downloads 715,000 Downloads
  5. 5. And the effect was...
  6. 6. ...by the 10th December 2006... Total voucher redemptions stood at: Over 4 million
  7. 7. It all started here...
  8. 8. And the beginning... 2003
  9. 9. How do you attract a consumer’s eye when shelves look like...
  10. 10. Our options were to use traditional media...
  11. 11. But “old” media has disadvantages... • Cost • One way message • Impersonal • Inflexible
  12. 12. Whereas “new” media is... • Person to person • Flexible (turnaround in minutes) • Enormous potential reach • Inexpensive • Interactive
  13. 13. And interactivity creates... • Loyalty • Trust
  14. 14. The lovable...Hugh Macleod...
  15. 15. So how has it done?
  16. 16. And if you Google us...
  17. 17. And sales (from 2003 until 2006) Stormhoek wine averages £5.00 per bottle
  18. 18. SA wine exports to the UK (1994-2005) The average price of SA wine in the UK is £3.73 per bottle
  19. 19. But the “kicker” that was 2006 revealed...
  20. 20. While Stormhoek sales did...
  21. 21. And the wines...
  22. 22. And we did this with the trophy...
  23. 23. Stormhoek garnered some interest from none other than... And if you consider that of 17 South African wines that got a mention... 3 were from Stormhoek
  24. 24. But that is not all... Best Consumer Campaign in British Liquor 2006
  25. 25. And more... American Marketing Association Awards 2006 World Marketing Top 50 and 41 more...

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