Fetzer Vineyards Video Campaign Wins 2017 Muse Creative Awards

Fetzer Vineyards video campaign by Harlo, United States is a Platinum Winner in the 2017 Muse Creative Awards.

Fetzer Vineyards Video Campaign Wins 2017 Muse Creative Awards

Company : Harlo

Client : Fetzer Vineyards

Project Title : Sounds of Craft

Category : Video | Experimental

Country : United States

Fetzer Vineyards Video Campaign Wins 2017 Muse Creative Awards

Video Concept

In Spring 2016, Harlo developed a video campaign for Fetzer. The design intends to appeal to the growing audience of wine-drinking Millennials and younger Gen X members. Their goal was to create an emotional connection using media platforms that have cultural significance with the audience and that would allow for more engaging brand storytelling. The video concept relied on sound design to leverage Instagram and Facebook’s “tap for sound” audio cue as a way to differentiate our content and encourage deeper engagement and full video views.

Fetzer Vineyards Video Campaign Wins 2017 Muse Creative Awards

The series of 30-second video vignettes layered musical compositions of field recordings matched with visual moments from winemakers, tastemakers, and Net Positive authorities to emphasize the relationship between wine and the land it comes from. These vignettes were parlayed into a national digital advertising campaign; when combined with their social media exposure, these videos garnered over 2.5 million impressions, 988K video views, a combined $0.02 Cost Per Video View (nearly 10x lower than average) and 227K social actions, primarily from our desired audience of Millennials and younger Gen X members. This campaign helped bring awareness to Fetzer’s regenerative business practices to tap into a market that makes informed purchases. Cheers!

Fetzer Vineyards Video Campaign Wins 2017 Muse Creative Awards

Watch the video campaign at Harlo Interactive!

Visit Muse Creative Awards Winner Page for more great works.

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Muse Creative Awards | Social Media Campaign by PS Communication

Discover Scandinavian’s Nature

#inspiredbyscandinavia social media campaign by PS Communication, Denmark is a Platinum Winner in the 2017 Muse Creative Awards.

Company : PS Communication

Client : Gorenje Nordic Group A/S (Brand: ASKO)

Project Title : #inspiredbyscandinavia

Category : Social Media | Social Media Campaign

Country : Denmark

The Concept

ASKO was facing a challenge of limited brand awareness in Scandinavia. As such, a new campaign should increase the consumer awareness of ASKO and position it as a premium Nordic brand. As a contrast to a conservative white goods sector, PS Communication created a branding campaign called #inspiredbyscandinavia. Instead of the usual focus on the product that is normal in the sector, the products are toned down, directing focus instead on the Scandinavian countryside as the inspiration for ASKO’s product design.

The Execution

Ads were placed in home and lifestyle magazines across the Nordics. The feature headlines referenced aspects of nature that consumers would recognize in the exclusive qualities, features, and design of ASKO products: Stones are forever. Skies are limitless. Trees are life. The ads encouraged consumers to visit the ASKO website, which had been transformed into an inspiring online magazine focusing on Scandinavian lifestyle, nature, and culture.

A core element of the campaign was an Instagram competition. The competition encouraged everyone to share photos of the many beautiful and hidden natural resorts of Scandinavia. Everyone using the hashtag #inspiredbyscandinavia would automatically participate in the contest to have their photo be part of the next ASKO campaign. A jury of professional Scandinavian photographers, select a winner from each country. The competition revealed just how much Scandinavians love nature. More than 8,000 people participated, and within a few weeks, the hashtag went viral. The hashtag has reached 3.400.000 people, and the number is still rising!

The Outcome

During the campaign period, the website traffic increased by 93 % in all four countries. And, most importantly, ASKO managed to differentiate itself from the competitors. Sales improved by 7 % during the first half of 2016. Besides, ASKO’s Nordic market share has increased by no less than 10 %. A different kind of campaign and an unstoppable hashtag became the starting point of a new era for ASKO – with the philosophy, values, and inspirational qualities of the brand as the focal point.

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