Marc Roisin - Making a Video @wbis2014

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Marc Roisin - Making a Video @wbis2014

  1. 1. So, you wanna make a video ? @marcroisin
  2. 2. The brief - And you know what, let’s make a video ! - A video ? - Yeah, a really cool one, with thousands of views, that’s cool ! - What about ? - Well, I don’t know, our wines but cool ! - Hmm…
  3. 3. A few questions - What’s the target audience ? - Male older than 80 ? Teenagers between 12 & 17 ? - What’s the message ? - You can open a bottle with your shoe ? French wines are diverse, approachable and not only for elder consumers ? - What’s the goal ? - Educate ? Change your image? Sales ? Reputation ? - How do we measure ? - Views, reach, loyalty, engagement, shares,… sales ? - Just for fun ?
  4. 4. The #frenchwinetrip - Franceagrimer -> Sopexa -> Vinogusto - Can we do something new with french wines ? - Message : French wines are diverse, approachable and offering good value for money. - Target : 25-40 in BE, NL, UK, DE, DK,RU
  5. 5. Constraints - Part of a global campaign - Wines with style concept (Authentic and Natural, Cool and Laid-back, Glamorous and Chic, Fun-loving and Quirky) - Franceagrimer - Wine regions involvment
  6. 6. • Authentic and Natural wines: products of their terroir, steeped in tradition, typical of their regions and easily identifiable: wines from the Loire, Sancerre, Puilly Fumé, Alsace wines, wines from the Jura, from Savoie, Provence, Bergerac or Cahors. They are typically regional wines, often crying out to be enjoyed alongside regional speciality foods. • Cool and Laid-back wines: these are easy drinking wines simply made for sharing in casual, relaxed situations: Bordeaux and Bordeaux Supérieur, Coteaux du Languedoc, generic Côtes du Rhône wines and Vins de France (PGI). • Glamorous and Chic wines: these wines conjure up a picture of luxury, elegance and prestige. We’re talking here about the Bordeaux Grands Crus Classés, the Burgundy Premier and Grand Crus, about Champagne, about the top Rhône appellations, the Alsace Grands Crus, and Sauternes. • Fun-loving and Quirky wines: These are not your mainstream wines; they’re a little bit daring and full of surprises. We’re thinking Vin Jaune from the Jura, Sancerre Red, Châteauneuf-du-Pape White, the Beaujolais Crus, Provence White, Condrieu, Jurançon, and Vins Doux Naturels.
  7. 7. Results - 50.000 visits of the webiste during the #frenchwinetrip - … - …
  8. 8. What worked well ?
  9. 9. What didn’t go as expected ?
  10. 10. What didn’t go as expected ?
  11. 11. What didn’t go as expected ?

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