Argento Wine / The Real Argentina

@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk

Brand Awareness & Advocacy Case StudyMarch 2012

The Brief and the Strategy: Argentinian Advocacy

3We Are Governed by Sanity

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Our Five Easy Program Rules

The Brief

• Argento Wine is one of the world’s foremost Argentinian wine brands - stocked at premium UK retailers such as Waitrose and Majestic Wine

• Our brief is twofold: raise awareness and preference and align the brand tightly with the best of Argentina - from culture, to sport, travel, food and beyond

• Since Argento has no ‘direct to customer’ e-commerce shopfront, our strategy is 100% brand and content-based

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The Strategy

• From the start we identified that Google and social sharing would be our best route to brand visibility and distribution

• There are high levels of online conversation and searches related to Argentinian wine and other sub strands of interest around Argentina as a category, namely...

• Culture• Food• Travel

...and specific subcategories within those broader strands

Our mission is to place the Argento brand directly in the firing line of these conversations and searches - via a battery of highly valuable, highly optimised content, driven by subject experts with a strong editorial voice and strong social followings

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The Real Argentina

• On this basis we created ‘The Real Argentina’ (www.therealargentina.com) - a multi-faceted blog designed to house killer content about Argentinian wine, food, travel and culture

• This content, properly optimised, acts as a long-tail search and conversational ‘sponge’, soaking up interest in specific Argentina-related terms that we had identified at the start of the programme. It is also our arsenal for conversational engagement in the social sphere

• In short, we provide extremely well researched, topic-specific, high quality content that addresses public demand for ‘discovery’ (Google and social) about the key facets of Argentina

• By driving traffic this way, we introduce the Argento brand as a soft sell through subtle cross promotion

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Meet the Experts & Advocates• Our program relies on a team of content subject

experts that we have sourced from Argentina and UK. This team was picked on the basis of subject expertise and social (media) reach

• Month to month we work with our network of Argentina advocates to generate our source content - video, blog posts, image galleries and more

• We use social and web analytics insights to drive our editorial calendar - search trends, qualitative analysis of news and cultural events, as well as direct input from our content team. C&M sets the agenda, the team executes

• Everything is optimised for long-tail search and conversational trends, ensuring that content is always relevant, targeted, valuable and sharable

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Content Curation

• Every post is enhanced with rich media - YouTube videos, Flickr images, etc

• By using this socially curated content, the quality of our posts is enhanced and more traffic is driven to the blog via direct social engagement with content originators

• We also commission our expert / advocate team to deliver higher value pieces such as vox pop videos and interviews on specific themes (e.g. ‘How to Tango’)

• Content quality is assured: our team is hand-picked for their extensive contact lists and experience in various complimentary fields (e.g. music journalism, travelogues, etc.)

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Social Distribution

• A key criteria in content team selection is presence on social networks - we chose experts with the broadest possible social reach

• Hence, when posts are published, we see them instantly shared on Twitter and Facebook by the author - driving spikes of traffic to the blog and further amplifying the source content as peer to peer social sharing kicks in

• This amplification effect helps to boost the authority of the site - from both a social and search perspective. Each new post spreads and resonates quickly

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Outcomes

Traffic and Traction

• Month to month we’ve seen a progressive, organic growth in traffic from the blog’s inception - current traffic levels are around 12k per month (and growing)

• On a light monthly program budget, traffic sources are 100% organic and earned - via search, referrals and social. There is no supplementary paid / display spend

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About C&M*

We Help Brands Creatively Engage with People via the Social Web

• Awareness, Acquisition, Engagement

• Independently owned. Formed Jan 2009

• 15 staff, and growing

• 20 active clients

• OTE of £1m this year

• (All revenue is Social PR and majority is retained)

• Focus: SOCIAL PR ENGAGEMENT PROGRAMS

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Founding Partner of The Box Network

• Instant international scale and coverage

• Pure play social media specialist

• Extensive social media experience

• Expert execution: cultural and local insight

• Central campaign management model

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16Get in Touch: getintouch@contentandmotion.com