In a highly competitive wine retail space, Pick n Pay sought to grow the wine-drinking market and increase its own market share through educational video content. The brief was to produce a video series that would encourage entry-level wine drinkers to explore the wine aisle, in so doing broadening the wine consumer base.
So, we asked ourselves: what if we talked about wine using words people understand? Not using words like nose, bouquet or palette, but simply talking about how a wine tastes or smells. The result was a 12-episode presenter-driven video series Glass Act that aimed to demystify and take the intimidation factor out of wine.
Targeting the entry-level wine market – i.e. the elusive millennials – high production value was critical in positioning the videos above the deluge of video content available on YouTube. Up-and-coming celebrity and local radio personality Sibongile Mafu was chosen to present the series to tap into her existing following and capitalise on virality.
The result was an unpretentious, humorous and witty introduction to wine. Importantly, it was authentic, believable content that enhanced customer loyalty, positioned Pick n Pay as a trusted source of wine content and showcased its wine offering in a way that was welcomed by the customer.
It was authentic, believable content that enhanced customer loyalty, positioned Pick n Pay as a trusted source of wine content and showcased its wine offering in a way that was welcomed by the customer.
The series included wine brand placement in closeouts to emphasise the try-it-at-home element, empowering customers to make purchase decisions. A social media campaign concentrated on directing customers to the videos and closing the sales loop with the ‘Buy It to Try It’ creative.
This social media support, together with targeted mailers, allowed the content to be the hero in the video space, not diluting its credibility.
“Our goal was to create something that went beyond product promotion. This content-led approach to video placed Pick n Pay front of mind with entry- level wine drinkers, but also created something of value for our customers.”
Head of Pick n Pay Digital Marketing