Mweb Be Wines squareIssue:

In October Treasury Wine Estates introduced a new brand to its portfolio called “Be.” With zero presence in Australia, Mango were enlisted to raise brand awareness amongst the target audience: 18 – 34 year old women.

Idea:

Our focus was to develop engaging content that we knew would build both an on and off-line following. We did this by:

Engaging Australia’s leading fashion bloggers to compete in the “Be. Launch Party Challenge” and promote the brand via their social media channels

Creating three YouTube videos on how to create the three “Be. Looks”

Developed the Be. Facebook page including daily posts and updates

Conducted a robust media campaign to secure product placement

Impact:

  • Total reach of 3,047,547
  • 276,933 YouTube hits, including 24 hours as YouTube’s most watched video in Australia
  • Reached 1,830,752 Be consumers on Facebook
  • Total Twitter reach of 294,415
  • Hosted a launch party of 150 fashion media, bloggers and celebs
  • $145,020 in PR value with an ROI of 1:5