Vinome
Vinome is a DNA-based wine experience where people can learn what types of wines they're more inclined to enjoy based on their DNA. Like any startup, their goals were relatively simple: grow awareness of their product by showcasing their differentiating qualities and drive sales of DNA testing kits and wine club memberships.
Tactics
Social media content development and management for Facebook & Instagram
Facebook and Pinterest advertising strategy and management
Influencer marketing
Results
Tripled Instagram engagement through use of high quality visuals, a variety of targeted hashtags, and an outbound engagement strategy. Instagram following increased by 103% with 575 total followers. The majority lived within Vinome's top three customer locations.
Utilizing Facebook ads, promoted posts and an engaging social content strategy, we increased Facebook fans by 218%, an increase of 1,303 fans.
Secured Vinome founders an interview on prominent radio show, Grape Encounters, generating 1,400 hits to Vinome's website on the show air date.
Coordinated partnerships with three bloggers and social influencers to review and promote Vinome's wine club offerings. See below for results.
Dates Managed: May - December 2017
INSTAGRAM GRID + POST EXAMPLES:
Influencer Marketing
Vinome wanted to leverage influencers in one of their primary markets, New York. I researched potential wine and lifestyle bloggers, evaluated their content, and negotiated promotion details from start to finish. Ultimately, we decided on three bloggers with diverse audiences to develop unique promotional partnerships.
Results
Chel Loves Wine, a wine enthusiast with over 25,000 followers and readers created an unboxing video to accompany her review blog. She also featured Vinome's co-founders on her weekly Women In Wine series as an added-bonus. Big City Little Blog, a lifestyle blog with 14,000+ fans, featured Vinome in two blogs and a holiday gift guide. Ava Lately, a fashion and home-decor themed blog with 4,000+ fans also showcased her experience with Vinome.
From the partnerships, Vinome gained notable numbers of Instagram followers and website traffic while creating SEO value and showcasing positive reviews to their target audience.
“Marissa embodies the rare combination of being an expert in her field and a great teacher. As her client, she provided insights as to the best strategy for our social media campaigns, letting us know what to anticipate as well as steering us away from potentially riskier strategies.
What I appreciate most is her fastidious attention to detail and desire to improve valuable metrics rather than pump up the ‘vanity’ metrics so many other organizations pride themselves on but don’t have an impact on clients. I wholeheartedly endorse Marissa and if given the opportunity to work with her, do so because you will be rewarded with stellar results.”
Disclosure: I worked with Vinome on behalf of Fingerpaint Marketing in Scottsdale, Arizona.