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Vinhos do Alentejo

  • Online Advertising

BRIEFING

The Alentejo Regional Wine Commission (CVRA) was created in 1989 and it is a private institution with a public scope, which controls and protects DOC Alentejo wine and Regional Alentejo wine, and it is also responsible for promoting Alentejo Wines within the national market and the international target marketing.
To increase Alentejo wine visibility in strategic markets, the CVRA has decided choose paid media, namely Google Search Network and Display Network and in Facebook ads.
Goals:

  • Increase awareness in Portugal, Brazil and USA;
  • Promote 2 new websites release;
  • Increase interaction on Facebook and fan base.
  • Vinhos do Alentejo
    Vinhos do Alentejo

    STRATEGY

    A digital media plan was drawn up based on two axes:

  • Online daily campaigns for users who show interest in Alentejo Wine. The plan consists essentially of ads on Google search engine, the most commonly used in Portugal, remarketing banners (to keep the brand fresh in the minds of recent website visitors) and ads on different websites which take part of the Google Display network, including Youtube.
  • Seasonal campaigns with several purposes: to increase brand awareness, to introduce new websites, news and events about Alentejo Wine. A Grande Prova Mediterrânica (The Great Mediterranean Tastings), Christmas, Sustainability and Vinho da Tallha (Talha Wine) are just a few of the communicated themes. The plan consists of Google Search and Display ads and ads on Facebook.
  • RESULTS

    During the 8-month campaign, 6,719,993 people were impacted by the ads, 1,059,953 interacted with them, either by clicking to visit websites, or by liking, commenting, or sharing Facebook ads.