Moderate consumption of wine on social media: results show consumers are interested!

01 June 2017 - 30 June 2017
Location: The Netherlands
Organizer: Koninklijke Vereniging van Nederlandse Wijnhandelaren - KVNW

Country: Netherlands

In the frame of their multichannel campaign “Wim over Wijn”, KVNW has increased its presence on social media aiming at reaching young adults and generating reactions through live discussions and videos.

In June 2017, a Wim online campaign was therefore launched on Facebook, where two link ads and a video were placed asking two specific questions:

  • Is one glass of wine more enjoyable than a whole bottle? and,
  • To what extent do you fill up your wine glass?

These two questions raised important points related to the moderate consumption of wine, raising awareness about the topic and encouraging consumers to consider these questions in their day to day lives.

More than 150 000 people were reached by the linkads, among which more experienced consumers whereas the video was seen by more than 100 000 younger adults. The questions asked also triggered lively discussions showing a real interest in the topic and entailing the need to increase our efforts to inform and educate the consumer.

These encouraging results resulted in a higher click rate on the core website of the campaign website and will give rise to more similar campaigns from August to October.

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