Social media marketing for Fitz Sparkling Wine
Between March and May 2020, we increased the follower base of English wine brand Fitz by over 2,400, and kept thousands of people engaged during the COVID-19 lockdown through strategic partnerships and cleverly-curated content.
2,419 new followers
gained 100% organically over two-month period
6,273 people engaged
with organic outreach over two-month period
100+ pieces of content
curated from a one-day photoshoot
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Our #PerfectDayOutIn campaign put the spotlight on things people could enjoy from home (movies, theatre livestreams, virtual museum tours), all with a glass of Fitz in hand. This drove online sales of the sparkling wine, and helped sustain engagement with Fitz’s key partner brands and venues. All 100% organic.
‘Fitz in everywhere’
Fitz is an ‘untraditionally British’ sparkling wine, with a fruit-forward flavour and rebellious attitude that makes it an apt choice for any event. We celebrate the wine’s ‘Fitz in anywhere’ personality with videos which sweep through inclusive lists of people for every national holiday.
Our Mother’s Day video included everything from grandmothers, expecting mothers, and guardians to mothers of nine cats, two mothers, and dads-who-are-also-mums.
At the end of February 2020, we addressed the traditional notion that Leap Days are the only days when women should propose, with a which ran through all the possibilities for ‘on [this day], women can propose’. This included: ‘on Christmas Day’, ‘on Hallowe‘en’, ‘on snow days’, ‘on sick days’, ‘on Pride Day’, and ‘on election day’.
Winemaker interview
Longform video is a strong asset for social media marketing. Full-length videos can be released at the outset of a social campaign, and then gradually cut down and published in smaller segments over the course of weeks and months. We interviewed Fitz winemaker Gareth Davies in February 2020 for that exact reason.
When I asked Gareth what the most rebellious thing he’d ever done was, he said: “I got in trouble at school because I started undercutting the tuck shop.” Unforgivable!
We also discussed the origins of Fitz, how their charmat production technique makes their wines different from any others in the UK, what it takes to make wines vegan, and, of course, whether Gareth prefers a pop or a hiss when uncorking a bottle. We regularly dip back into the video to find timely, culturally-relevant clips.
TESTIMONIAL
“Since our first meeting with Trapeze Media, we have been very impressed with the approach they bring to our social media management. They demonstrated considerable research into our business when pitching and made insightful analysis as to how they would develop our presence across all channels.
“Since signing up with them we have been extremely satisfied with their understanding and representation of our brand message and the team are dedicated to proactively interacting with our followers — often 24/7.
“They combine a talent for creative flair with an excellent understanding of the analytical side of social media management to deliver powerful results. They are always happy to go the extra mile and have been very supportive through the recent difficult times in our sector. I would have no hesitation in recommending!”
— Dan Cahill, Managing Director, Divergent Drinks; Fitz Wine
