Beringer Vineyards, one of Napa Valley’s wine producers, has extended its ‘Better Beckons’ global campaign by working with social media influencers across Singapore, Indonesia, and the Philippines to appeal to a new, and wider audience.
The initial phase featured famed Instagram influencers: Murad and Nataly Osmann,who were made popular by their photos of Nataly, which led Murad to various destinations around the world. Their breath-taking pictures have resulted in the couple amassing over 4.3 million followers on Instagram and earlier this year, they were approached by Beringer to create a series of photographs around the Napa Valley region to launch the ‘Better Beckons’ campaign.
Beringer will be to be working with street photographer, Lee Yik Keat in Singapore, bloggers Erwan Huessaff and Kimi Juan in the Philippines, and creative director and designer of a marketing consultancy, Ernanda Putra in Indonesia.
These influencer partnerships form part of the larger 360 degree campaign in Southeast Asia developed by J. Walter Thompson. Singapore comprises of digital ATL, user-generated content, in-store presence with POS displays, consumer activation and public relations which will roll-out over the next 12 months. In this first phase, these social media influencers will be interpreting the first part of the ‘Better Beckons’ social media campaign that is centred around places that bring a sense of optimism.
Wine lovers can get involved through a competition that gives them a chance to win a trip for two to Beringer Vineyards. All they need to do is capture a place that communicates a sense of optimism, while raising a glass of Beringer. Entries should be shared on Instagram using the hashtags #BetterBeckons and #BeringerSG. Beringer is also offering a free selfie stick with a purchase of two Beringer wines.
“Just as Murad and Nataly have captured the optimistic spirit of Beringer and inspired people through their beautiful images, we are very excited to be working with these Asia influencers who in their own unique style, have captured this same spirit of optimism,” said Marcus Ingleby, Beringer senior brand manager for SEA, Middle East and Africa.
“The images that these influencers share all have a distinctive artistic boldness that echoes the promise of a better tomorrow, as seen through their unique perspectives of both iconic and everyday places. We think they are the ideal partners to help us drive our message of optimism and hopefully, to form a deeper connection between the ‘Better Beckons’ platform and our regional consumers,” Ingleby added.