THE CHALLENGE
In a crowd of more than 400 Swedish wine importers, how do we make WineWorld the obvious first choice for promising winemakers when they’re looking for a new partner?

INSIGHT
We discovered that winemaking often is a second career. Thus, it’s not solely about cold sales statistics. Winemakers, especially those with their own wineries, long for the outside world to genuinely respect their passion and skills, and expect honesty and empathy.

It was also clear that many winemakers have both negative experiences and negative perceptions about the Swedish national alcohol monopoly, resulting in WineWorld’s existing, quite technical and passive messaging missing the target.

SOLUTION
Basically, all competitors talk a lot about themselves, exaggerate and brag about their capability to sell, sell, sell. So, we grabbed the obvious opportunity to change direction and address the winemakers’ emotional needs too.

To ensure consistent and accurate messaging at every contact point during the journey towards a long-term partnership, we developed an emotionally relevant brand message platform for the target audience (small family-owned vineyards and big export companies).

To enhance the differentiating messaging, we developed a new graphic identity that was far from the generic graphic style everybody else was using. This was our foundation for upcoming productions, such as ads, sales presentations and a lead-generating website targeted specifically at winemakers. To ensure consistency of quality and tone across all platforms, WineWorld even handed the community management and social media production for Instagram, Facebook and LinkedIn over to us.

IMPACT
More winemakers than we dared dream of turned to WineWorld – many of them referring to WineWorld’s communication in their initial messages. During the first four months, we exceeded our targets for new leads by +350% and grew WineWorld’s social media audience by +245%. The engagement rate increased from 2,95 to 5% – way above industry standards. A strong proof of the value of emotionally relevant messages. And best of all: WineWorld added several new, passionate winemakers to their portfolio.