Building a fanatical following around a shared love of good (organic) wine.
CHALLENGE
How do we attract a more engaged community for one of the largest 100% organic, sustainable wineries in America?
CONTEXT
When Shannon Family of Wines came to StoryCraft, the business had grown into 15 different brands selling through distributors and an e-commerce store. Plus, they ran two local storefronts in Lake County, Calif., with a busy calendar of tastings and events. An advocate of organically grown wine, founder Clay Shannon is widely respected as an industry leader.
But there were challenges: They needed to tell a story that unified all of their disparate brands, and create more brand awareness in the crowded wine market. Their social media presence was lackluster, and they needed more people to show up for local tastings and events.
In short, Shannon needed not just more customers, they needed to create a following.
ACTION
StoryCraft went to work and doubled Shannon’s social media audience in a year, focusing on emotive stories that emphasized their crafted, sustainable approach to winemaking. We created SOPs for promoting events through e-mail newsletters, and leaned on visual storytelling to make them more eye-catching. We also dramatically improved returns on paid social ads by iterating on different ad creative. The result: Shannon Family of Wine is now a story-driven brand that’s seeing the best sales in its history and its events are packed.