September 2008

Social media support helps Australian vineyard’s online profile

An online and social media program undertaken for boutique South Australian vineyard, Kirrihill, by Network gained attention from online watchers and commentators - not just in Australia, but by highly influential US wine blogger Steve Heimoff.

The campaign, believed to be the first of its type undertaken in Australia, saw Kirrihill, with Network’s guidance, begin to use the latest web 2.0 tools to engage consumers and genuinely add value to the online conversation, rather than simply push product messages.
 
Among the elements of the four month campaign were changes and enhancements to Kirrihill’s website to encourage interaction, the creation of a Facebook presence and engagement through Twitter.
 
Network also conceived and produced a cross platform widget able to be used on blogs, websites and social networks.

One of the features of the online engagement process saw Kirrihill successfully host a virtual event on a high profile forum which resulted in 250 posts in less than 2 hours.

The campaign has attracted comment from local bloggers and online and marketing commentators because of the new ground it has broken.

To see more detail go to our Case Study.