Case Studies

Make it a #MoscatoMonday

Type: Case Studies
Topic: Social and Digital Media
By Selena Cameron
29 September 2016

gq-logo#MoscatoMonday was a Twitter listening campaign that connected with Jacob’s Creek Moscato’s target consumer by monitoring and creating conversations during weekly episodes of The Bachelorette TV show. It grew a community from scratch (with a 47 percent weekly increase in followers during the first three months alone), and provided witty and share-worthy bespoke content—participating in the experience with and rewarding fans every week. The program enjoyed 5.21 million Twitter impressions, 113,355 unique Twitter engagements, fended off five other wine brands trying to hijack the hashtag, and directly increased year-over-year sales for Jacob’s Creek Moscato by 360 percent.



Selena Cameron

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