Our work with La Banderita incorporated a multi-channel approach that worked to leverage the brand’s 3 year partnership with Justine Schofield, a former MasterChef contestant and established television personality.
As part of the partnership leverage Grapevine managed all aspects of content amplification – from media relations activities to paid and organic social media management through to dedicated Google Ads campaigns including search, display and YouTube advertising.
The social campaign began with an audit of existing accounts and communities to ensure the brand’s social media presence was clean, engaging and relevant to its target audience and demographics. The next step was to develop a strategy to underpin the scheduling of organic and paid content across Facebook, Instagram and Pinterest alongside ongoing community management.
Grapevine’s media relations activities involved the distribution of press kits to Australia’s top-tier food and lifestyle media supported by an individual outreach with a customised pitch to an additional 50 contacts whose editorial remit fit the brief. The public relations activities generated 42 pieces of editorial coverage in leading publications such as the Courier Mail, Herald Sun and Sunday Telegraph – all within the first three months of the campaign.
In addition, Grapevine set up a Google Ads account for the brand with campaigns covering search marketing, display advertising and YouTube to further amplify the brand ambassadorship in order to increase brand awareness and drive traffic to the ambassador’s recipes housed on the brand website. Activities include ongoing account optimisation and monthly reporting to ensure the advertising budget is spent as efficiently as possible.
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