Extending the love for i heart Wines with spot-on celebrity engagement
Securing cut-through in the crowded wine media space for the no-nonsense, pocket-friendly wine brand i heart Wines meant Speed needed to put our audience insight and influencer targeting to the test.
With research showing the importance of celebrity endorsement to our 20-35-year-old female target, we needed to find a brand ambassador who would both capture attention and reflect the brand. Love Island sensation, Olivia Attwood, a straight-talking, self-professed Pinot Grigio fan, Olivia was the perfect fit, adding believability and shareability to the campaign.
As the brand’s first celebrity ambassador, Olivia fronted a summer focused PR campaign that also ran across digital and channels to raise awareness of the brand with her highly engaged following. Interviews with celebrity gossip magazines also ran the branded imagery cementing i heart Wines as the drink of choice for Love Island fans.
The partnership enabled us to tap into Olivia’s audience of over 1.8m followers. Social activation was supported by media interviews across several celebrity magazines. In just three-months this single celebrity engagement reached over 7.5 million potential customers for i heart Wines, contributing to +42% YoY increase in sales.
What’s more, the success of the partnership, paved the way for i heart Wines to extend the approach, taking the brand onto TV the following year, with the ad running during Love Island on ITV2 and VOD.