Enotria & Tesco: The Social Wine case study


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Published in: Food, Business

Enotria & Tesco: The Social Wine case study

  1. 1. We Are Social Client Name × Document Title × Date × Page Enotria & Tesco The Social Wine social we are
  2. 2. Trade wine supplier, Enotria, wanted to help South African wine community Enaleni create a new sustainable business
  3. 3. …which would help ensure the future of their community
  4. 4. They also wanted to introduce a new generation of customers to the wine drinking community
  5. 5. The solution? The world’s first socially created wine
  6. 6. A bespoke bottle of wine to be sold in Tesco stores, made using grapes from the Enaleni community, named and designed by Tesco’s Facebook community
  7. 7. The campaign kicked off with a wine-tasting event to select an Enaleni grape, with bloggers, influencers, press and members of the Tesco Wine community social we are
  8. 8. It was then over to Tesco’s Facebook fans to decide the bottle’s design and name, via an app on Tesco’s Facebook page
  9. 9. Tesco fans could scroll down the ‘Time Vine’ app to learn about different parts of the campaign
  10. 10. They were encouraged to submit their name suggestions
  11. 11. The fan with the most creative entry had the chance to win a trip to South Africa to visit the Enaleni community where ‘The Social Wine’ would be produced
  12. 12. The campaign generated 1,668 entries in just three weeks. The winning name, as voted for by Tesco’s Facebook community, was Enaleni’s Dream
  13. 13. Enaleni’s Dream is now on the shelves in Tesco stores throughout the UK. In its first few months in production, it sold over 80,000 bottles social we are
  14. 14. The Enaleni community have received payments, as well as their first wine bottled under their own name
  15. 15. They are now, for the first time ever, able to pitch for business on the international wine market social we are
  16. 16. “The fact that we’ve been able to give the Enaleni community the chance for future business has made this campaign a lasting legacy” - Enotria