(2016)
Monte Xanic is Mexico's first boutique winery.
Looking to grow their market share and increase sales by appealing to millennial generation through SoMe.
Services:
Art Direction
Research
Content Creation
Communication Design
Rebranding
Monte Xanic
Customer personas
The Leaders
25 - 35 years old
Trendy Couples
25 - 35 years old
Two target audiences were the main focus of the research and campaign: Leading figures of opinion (artists, influencers, etc.,) and young trendy couples.
Thorough research was conducted on wine consumption among millennial generations. We found out why the average consumption was less than a liter per year.
Goals
The most relevant research insight was that drinking wine was associated with having to be a knowledgeable user.
Potential users turned away from wine because they felt they didn't understand it. We set on a mission to create educational content for SoMe.
Diagrams and illustrations to educate younger populations on the processes of wine-making and tasting.
Increase the brand's visibility whilst offering value to possible users.
Increase engagement in communication channels.
Invite opinion leaders to engage with the brand.
Click on the gallery images to become a wine connoisseur.
SoMe marketing
A participatory marketing campaign was released in SoMe
We invited artists to intervene Monte Xanic's bottles
Educational content was produced and published twice a week to increase the users' confidence.
Click on the images to explore the strategies.
Sommelier app
On top of that, a sommelier app gives tasting suggestions to clients based on their personalities and not on traditional wine pairings (whites with whites, red with reds, etc.,)
