Project background
In early 2020, English sparkling wine brand Ridgeview was ready to run an Out Of Home campaign based on their brand tagline “Life is for Celebrating”. The onset of the Coronavirus pandemic made this approach tonally and strategically wrong overnight so a new angle was needed.
Creative process
Hired as a freelance Creative and working as part of an agency team I created the overarching theme Bring Celebration Home - tapping into the core Ridgeview proposition but directly addressing the climate at the time.
The strategy was to use paid and organic social to drive awareness, consideration and ultimately sales around key points in the year, in particular in Waitrose.
To do this I conceived a series of short films based around key calendar dates where sparkling wine is served - Christmas & New Year - and two evergreen: an engagement and a birthday. These were then shot and directed 100% remotely using friends and family of the client and production team, all in existing bubbles and presented in a video call style which had become a part of everyday life.
Final results
Overall the ads served 1.8m impressions to 800k unique users
Sales directly attributed to the ads saw a 323% rise YOY
Offline sales in Waitrose went up 42% YOY
Combined with a data capture competition mechanic, over the Christmas and Valentine's Day periods Ridgeview's email database grew by 85%.