SYDNEY, Today: Premium New Zealand wine brand Kim Crawford has launched its first Australian consumer content campaign via Verizon Media Australia’s RYOT Studio (formerly Oath).
Building upon Kim Crawford’s reputation in the US as the #1 New Zealand wine, this is the brand’s first advertising venture into the Australian market. It aims to build brand awareness and target a receptive Australian audience to highlight Kim Crawford as “the perfect drink for key moments throughout summer”.
The campaign features 10 dynamic editorial stories some of which leverage upcoming key events such as the Valentine’s Day gift guide, and others which will be produced reactively based on audience insights analysed in real time.
In addition, RYOT has produced four cocktail recipe videos to inspire those looking to impress this summer/autumn using Kim Crawford Rosé (scroll down for the links).
In a first of its kind, RYOT Studio have engaged Carat Australia’s strategy team and programmatic trading desk Amnet to run the entire digital distribution element of the campaign through Oath Ad Platforms DSP.
Marketing/digital manager said: “Kim Crawford is a world-leading NZ wine brand which despite the close proximity, has had limited exposure to a valuable Australian audience.
“This world-leading NZ wine brand – despite the close proximity – has had limited exposure to Australian audiences.”
“Generating awareness of Kim Crawford in the Australian market in an innovative and different approach is what we needed to ensure it is in the consideration set of the everyday consumer which is why this partnership seemed like an amazing opportunity to weave our story into the daily lives of Lifestyle readers in a refreshing and effective way.”
RYOT head Zoe Cocker said: “By combining the power of RYOT, Yahoo Lifestyle and Oath Ad Platforms, we were able to showcase Kim Crawford’s premium wine in a new and dynamic way, reaching their intended audience at scale.
“Kim Crawford have been a brilliant partner, showing incredible trust and enthusiasm for our creative ideation process which has enabled us to create a narrative that effectively adapts to a local audience in real time.
“With the help of Carat and Amnet, we’ve been able to combine our internal creative content with external programmatic distribution, bringing together multiple facets of the evolving digital landscape.
“This campaign marks the beginning of a step change in how we are seeing premium branded content scaling through brand safe programmatic distribution.”
NZ agencies?
At press time, M+AD had been unable to determine who Kim Crawford’s current NZ agencies are – and what role they may have played in the Aussie campaign.
CREDITS
Agency: Carat Media, MT Sparks
Client: Kim Crawford, Sam Benney
Media: RYOT Studio
Head of RYOT: Zoe Cocker
Editorial Lead: Carly Williams
Production Manager: Leah Yeung
Sales manager: Lana Selimovic
Senior Platform Account Partner: Kristine Celona
Client Services Manager: Max Bernstein
View the videos here:
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