MEDIA STRATEGY, CAMPAIGN,
DIGITAL MEDIA, STUDIO SERVICES
Background
Using almost five years of bright and bold work for the brand, GAS was tasked with communicating a new message to build on a new consumption segment.
The Challenge
Barefoot dominates holiday and weekend consumption, consumers love Barefoot when it’s time to kick off your shoes. But the crisp wine portfolio was losing ground during the work week. We wanted to communicate to consumers that when you want to relax with a glass of wine any day of the week, Barefoot Wine is the obvious choice
The Work
GAS built a dynamic and vivid campaign highlighting all the different activities you can do during the workweek with Barefoot. The alliteration added to the friendly, wine-next-door feeling that had long been established around the world. And it was critical for our voice to be inclusive, with a diverse group of young Barefoot drinkers highlighting precious moments between friends, families, and loved ones - and a cute dog too.
GAS Media was also asked to develop a go-to-market media strategy. In addition to our hero film, 5 videos, each focusing on one day of the week, were part of a media strategy that weighed heavily on the new video creative.
Impact
Increased the reach of social media channels by over 310% Increased social engagement rate by over 275% Delivered 56.5% more video views than forecasted Increased website traffic by over 142% Improved website bounce rate by 41.5%