Port is not just for Christmas. How we used social to shift consideration across an entire season rather than single traditional drinking occasion.
The challenge was simple. Extend the port drinking occasion throughout the Autumn–Winter season and beyond just Christmas.
We shifted consideration of when people like to drink port – starting with the Autumn festivities of Halloween and Bonfire Night all the way through to New Year. Specific creative was developed for each occasion.
Using Facebook, Instagram and You Tube we built on an always-on approach with key spikes of activity on the focused occasions.