Lloyd Cellars maintains a robust in-person presence in food and beverage events, namely, Miami’s “Wine & Food Fest”; but has difficulties translating the in-person excitement into their online presence. Having recently released their newest wine, Lloyd goals were to gain awareness in their new wine and increase their online presence. 3 main problems our team faced…

1. Online Engagement

Lloyd had a potential online reach of 146,000+ but was rarely posting and engaging with their online audience.

Objective 🟢

Raise Lloyd’s social media presence with the use of 50 content creators who would post video & images of their product.

2. Lack of Content

Lloyd’s lack of content featuring their newest wine did not allow them the frequently post about the launch of the new product.

Objective 🟢

Build a library of User-Generated Content (UGC) consisting of a mixture of: lifestyle photos, product shots, short-form videos demonstrating the different ways the wines could be paired and the experience of drinking the wine.

3. Target Demographic

Lack of knowledgeable content creators who could speak, pair, and address biases that white wine does not go with steak.

Objective 🟢

Retarget content creators closer to Lloyd’s target demographic: knowledgeable wine drinkers, foodies, and chefs who knows about wine and cooking and could prove that white wine could be paired with steak.

The Creative Process

The development of the

#steakandchardonnaychallenge

In order to gain online engagement, we needed an eye-catching hook; we decided to challenge the popular discourse that red wine is better to pair with steak than white wine.

In order to address that Lloyd’s newest white wine is a more versatile than other white wines, we knew that simply having a talking point would not be enough to sway people; we would have to show it!

Overview:

Buy-In: Brand Partnership 🤝

Building The Campaign🏗️

Creative Direction📝

Ensuring Engagement🗣️

Buy In: Brand Partnership 🤝

Together, the two brands could have a larger reach than each individual brand.

Lloyd Cellars, is a frequent attendee of in-person food and wine festivals. Such events led to the contact of Omaha Steaks who coincidentally also had goals of increasing engagement with their online audience.

Campaign Development 🏗️

With both brands onboard with the campaign, we knew if we wanted people to show how Lloyd Wine perfectly pairs with Omaha’s Steak, the PR gift would need to include everything the influencers would need to create their recipes.

The $200 value PR gift would include:

• ✔️ Three bottles of Assorted Prescription Vineyards Chardonnays
• ✔️ Omaha Steaks’ All-American Assortment Box

Creative Direction 📝

Outlining The Vision

In order to define the vision, it is important to understand what content the brands wanted to see at the end of the campaign.

With the goal of raising engagement, content characteristics we wanted to emphasize:

Convivial Gatherings: playful & memorable

Showcase…

✅Gathering of family and/or friends enjoying the wine and steak.

✅ Participating in the #SteakAndChardonnayChallenge

Skilled Cooks: actionable & accessible recipes

Showcase…

✅Properly cooked food & paired with wine

✅Embraces the #SteakAndChardonnayChallenge to create a steak dish that pairs with white wine

✅Flatlays & table setting of the dishes created

✅Easy to follow recipes
But not…

⛔Unopened bottles & food packaging

Evergreen Content: optimized & relevant
Showcase…

Showcase…

✅Mixture of photos & short videos

✅Mixture of food & people

✅Mixture of showing labels & no labels
But not…

⛔No holiday themes

⛔No showing drunk, reckless behavior, underage drinking, children, etc.

Ensuring Engagement🗣️

Executing the vision

With the inspiration from a previous in-person event hosted by Lloyd, “The Steak and Chardonnay Event”. Our team wanted to take inspiration and make it into a online challenge in hopes of cultivating a more robust sense of community online.

We saw that the challenge created :

🟢A communal feel- see what other people in the collab are doing

🟢Use people’s competitive nature of have a friendly competition

#SteakAndChardonnayChallenge