Planning & Execution

We first initiated an ideation workshop and discovered that consumers knew very little about Chile. Therefore, few expectations were associated with products from Chilean.

We addressed the situation with our initial 3-year plan. In 2019, we reviewed the plan’s effectiveness and developed a second 3-year plan aimed at making Wines of Chile a premium brand.

In 2016, we implemented “Love Wines,” Wines of Chile’s first digital campaign, centred around a sharable H5 game.

In 2017 we hosted a competition on the Chinese video-sharing website, Miaopai. From 400+ entries, we sent the winners on a romantic journey through Chile's unique regions for a 12-episode mini-series.

In 2018, we produced Wines of Chile’s first livestream with 10 KOLs on Easter Island. In addition to discovering Chilean culture, the videos fostered close interactions between KOLs, wine makers, and wine experts.

In 2019, we launched Wines of Chile’s TikTok program.

In 2020, we collaborated with New World Alliance, an insight-based video program with the only Chinese Wine Master.

Effectiveness / Results

We multiplied touch points and built assets to be re-utilised in different tier cities as the market grows. We stay relevant to audiences by generating innovative approaches in an otherwise conservative industry.