Social Strategy: Kim Crawford
Role: Digital Strategist & Content Creator
Deliverables: Social Media Strategy, Organic Content Creation, Brand Positioning
Objective
Kim Crawford sought to expand their reach by connecting with a growth audience while continuing to nurture their loyal customer base. Additionally, they wanted to introduce their new Illuminate varietals, which offer a lighter, lower-calorie option, without compromising the brand's premium positioning.
The Challenge
The key challenge was working within the constraints of pre-existing brand assets while developing a refreshed strategy that would feel new, engaging, and authentic. The campaign needed to:
Appeal to a younger, health-conscious audience.
Maintain the trust and affinity of long-time Kim Crawford fans.
Showcase the Illuminate varietals in a way that felt fresh yet consistent with the brand's established identity.
My Approach
To meet these goals, I developed a multi-faceted strategy that leveraged both the brand’s existing assets and innovative content creation techniques:
Re-introducing Kim Crawford Through an Organic Editorial Lens:
Created a refreshed narrative that felt aspirational yet approachable, showcasing the brand as the go-to choice for everyday celebrations and self-care moments.
Incorporated editorial-style visuals and copy that highlighted the sophistication of the wine while introducing the lighter benefits of the Illuminate varietals.
Save-Worthy Content Creation:
Designed engaging, shareable content such as pairing guides, flavor notes, and lifestyle-driven imagery that resonated with the growth audience.
Focused on storytelling that highlighted the flavor profiles of the Illuminate varietals, making them more relatable and enticing.
Brand Positioning for Cross-Audience Appeal:
Strategically positioned the Illuminate varietals as the “lighter choice for any occasion,” balancing indulgence with wellness.
Created messaging that appealed to the growth audience’s health-conscious lifestyle while reassuring existing customers that the quality and taste they love remained intact.
Results
Increased Engagement: The content performed 35% above average for social engagement rates, with saves and shares as key indicators of success.
Audience Growth: The campaign successfully attracted a younger, health-conscious audience, resulting in a 20% increase in followers within the target demographic.
Elevated Brand Awareness: The Illuminate varietals saw a 25% lift in mentions across social platforms during the campaign period.
Community Connection: Positive sentiment in comments and DMs showed that both loyal fans and new followers felt connected to the campaign’s message.
