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Lapostolle Uncork the Passion

Lapostolle Uncork the Passion

A Chilean wine takes its first steps toward web dominance.

Chilean wine brand Lapostolle came to us in 2009 with a goal — they wanted to reach millennials. Our advice was to fish where the fish are, start small and start building for the future. We created a Facebook page for the brand that included interactive tabs on the wines and an experience around food pairing. Those items combined with BFG-provided content and moderation led to an enthusiastic fan base 3,000 strong by year’s end.

In 2010, we went a step further, tapping into that enthusiasm for the brand by offering a shot at an apprenticeship at the Lapostolle winery in Chile. To enter, people just had to tweet about their passion for wine and they were encouraged to be as creative as possible. The next step was getting out the vote, and ultimately the tweets with the top 50 votes went to a final round for consideration by a team of expert judges, including Gary Vaynerchuk. In just under two years, social media alone has made Lapostolle a standout brand among millennials and impacted its bottom line. Lapostolle reported its first growth since 2006.


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