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Vilarnau

Insight-led social strategy to own the Cava category

Helping Cava to sparkle again with an insight-led social strategy for Vilarnau. 

THE INSIGHT

The UK has reached ‘peak Prosecco’ point with category growth now in decline. Yet more intimate, at-home occasions are on the rise. So Vilarnau had the opportunity to own the territory with a category-defining digital strategy.

THE APPROACH

Through in-depth social listening and consumer analysis, we reimagined Vilarnau’s brand persona. Then we built a creative framework to inspire consumers to choose its products for their at-home moments of celebration.

THE OUTPUT

Next we produced a suite of digital assets, inspired by the at-home occasion. This was followed by a targeted digital advertising campaign, driving awareness and product sales via a key online retailer.

THE RESULTS

To date there have been 5.5 million impressions, 1.7 million reach, 31k engagements, and more than 3k clicks to buy. While the Tesco buyer called it “a case study for the perfect launch campaign”.