Jost Vineyards is the producer of Selkie and Selkie Rosé, two unpretentious and lively wines. With the goal of maintaining Selkie’s spring and summer 2018 sales, Jost came to us.
Selkie had yet to explore new media options and instead focused on traditional media and event sponsorships. We brought Selkie online by setting up social media presences. We also engaged local influencers that aligned with Selkie’s light and bubbly brand to reach its Atlantic Canadian audience in ways it hadn’t before.
We began by understanding the media habits of Selkie’s target demographic and strategized a digital campaign including a series of Facebook and Instagram contests to increase brand awareness.
Each contest consisted of only one boosted Facebook or Instagram post and yet received tremendous engagement. In particular, the Instagram contest — “Selkie for the Summer” (a summer’s supply of Selkie) — received over 3,100 entries.
Over three months, we grew Selkie’s social following from 0 to 1,030 likes on Facebook and 960 followers on Instagram. The pages saw consistently high engagement with followers making plans to share Selkie with friends and enjoy their own magic moments. In 2018, sales remained steady for Selkie despite a decrease in in-store activity at the NSLC compared to the previous year