Athens Wine Company
Athens Wine Company captures the nostalgia and community of Athens, Ga., by bringing people together, knowing that there is something for everyone, familiar and surprising, in both the city and its wine offerings. Athens Wine Company turned to REED after a successful brand launch event to continue building brand momentum through advertising and influencer relations.
INSIGHT:
Loyalty runs deep: The brand turned local loyalty into influencer advocacy and authentic brand buzz by tapping into die-hard alumni pride and community ties.
STRATEGY:
To drive organic brand awareness for Athens Wine Company, REED tapped into the shared nostalgia and deep emotional connection former University of Georgia students and Athens natives have for the town, no matter where their personal journeys have taken them.
ACTIVATION:
REED developed a highly personalized organic gifting campaign that celebrated Athens. We turned nostalgia into advocacy by identifying and engaging influencers and tastemakers across the U.S. who share this emotional connection to Athens in the sports, entertainment, arts and content creation spaces. We let the love of Athens do the heavy lifting. The result? A wave of organic social media support that felt personal, sentimental and on-brand.
RESULTS:
REED successfully executed organic gifting opportunities and nurtured relationships throughout the project. Some notable figures who expressed interest in Athens Wine Company and received products included musician Lily-Rose, New York Times bestselling author Stacy Willingham, PGA Golfer Greyson Sigg, influencers Brittany Sjogren (Loverly Grey), Lesley Murphy and Kaylee Brice, artists Laura Deems and Natalie Kilgore and interior designer Charlotte Lucas. Throughout the six-month project, REED secured 25 pieces of organic social media coverage, reaching 1,764,400 social media followers.