B.R. Cohn's Inaugural Sonoma Harvest Music Festival

A MULTI-PRONGED APPROACH TO DRIVE AWARENESS AND RELEVANT CONVERSATION

 

CHALLENGE: 2018 marked the inaugural BottleRock presents Sonoma Harvest Music Festival at B.R. Cohn Winery. As such, B.R. Cohn was interested in leveraging the festival to drive awareness and conversation of the brand.

EXECUTION: Stacked Together developed and executed a multi-pronged social and influencer marketing strategy to drive audience awareness and conversation throughout all stages (pre-event, during, and post-event) of the festival.

  • Prior to the 2-day festival, we hosted an intimate influencer event on the estate to both introduce audiences to the brand and generate awareness of the upcoming music festival

  • During the 2-day festival, we hosted four total influencers to a VIP experience of the festival on behalf of the brand; all influencers shared content throughout the festival, as well as after it

  • Before, during, and after the festival we shared a steady drumbeat of original, owned channel content to keep the brand and festival top-of-mind for target audiences

  • Throughout the festival, we interacted with all real-time conversations to keep attendees and interested followers engaged

RESULTS: Ultimately, Stacked Together hit, and in some cases, exceeded all goal metrics from pre to post festival. We were able to introduce new, target audiences to the brand and drove consistent conversation and engagement throughout the duration of the festival.

  • 4M potential impressions garnered from the pre-festival influencer event

  • 1.3M potential impressions garnered during the 2-day festival weekend from four influencer partners

  • 4 post-festival recap blog posts from all four partner influencers — all of which included a 2-for-1 B.R. Cohn wine tasting offer for followers

 
Chandamheer Stacker