Babe Wine teams with ‘Real Housewives’ star for Instagram contest

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Brief:

  • Babe Wine today is giving Instagram users a chance to redecorate for the holidays in a sweepstakes with Dorinda Medley, alumnus of Bravo’s “The Real Housewives of New York City.” The AB InBev-owned brand of canned sparkling wine is offering a $1,000 gift card to the winner of its contest, per an announcement shared with Mobile Marketer.
  • Babe Wine is asking people to follow its @drinkbabe account on Instagram and respond to its post about the contest by tagging a friend and using the #Sweepstakes hashtag to enter by Dec. 1. The following day, Babe Wine will choose a winner to re-do their holiday decorations with inspiration from Medley’s Blue Stone Manor in the Berkshires.
  • Babe Wine also will give the winner a $200 credit to order wine directly from its website, according to the contest rules. The social media giveaway comes as brands look to engage with consumers who are more likely to be spending the holidays at home due to the coronavirus pandemic.

Insight:

Babe Wine aims to spread holiday cheer while engaging consumers with its sweepstakes on Instagram, which has an estimated 136 million users in the U.S., 60% of whom are younger than age 35, according to data compiled by social media management firm NapoleonCat. The campaign can reach those younger adults, who helped to drive a 79% increase in off-premise sales of canned wine to $163 million for the 12-month period ended in June, per Nielsen data cited by Forbes.

By collaborating with Dorinda Medley on the sweepstakes, Babe can extend its messaging among the reality TV star’s 972,000 followers on Instagram, and help to boost its own following from the current level of about 179,000. Influencer marketing has grown more popular in the past few years, and is showing signs of resiliency during the pandemic as brands seek to reach homebound consumers. Almost three quarters (73%) of marketers plan to increase their spending on influencer marketing, per survey results from influencer marketing firm Takumi cited by the Drum. As people enter the contest with their public posts and refer friends, Babe is more likely to see faster growth for its campaign among Instagram users.

Babe Wine’s holiday campaign follows a variety of digital efforts aimed at younger consumers this year. The brand last month sold out of its “Election Night Survival Kits” that were intended to help people cope with their anxiety while waiting for vote tallies to be announced. The kit included a stress ball, tissues, a pillow, a bottle of red wine and a four-pack of Babe Rosé. As the official wine sponsor of the NFL, Babe in September collaborated with Ryan Porter’s Candier brand to sell three stadium-scented candles as the regular season started. Before that, Babe last summer worked with women-first dating app Bumble on a social media campaign to cover the moving costs of people stuck living with an ex during the pandemic.