Wine is a growing interest on social media in Mexico in comparison to the wider alcohol industry. With a lot of big players to contend with, winery Viñedos La Redonda has found new and creative ways to make a name for themselves across the board.
What best practices help the brand stand out and meaningfully connect with audiences? Great content combined with a focus on customer feedback helps them not only grow engagement, but also impact brand loyalty and sales. Here, we explore how "El Vino de Querétaro®" builds on their success:
Measure what content resonates with various audience segments
Build a data-driven strategy and satisfy customer needs
Develop product lines and campaigns based on what audiences want
Become number one in the alcohol industry benchmark in Mexico in Q3 2020
An investment in great content experiences
For Viñedos La Redonda, success is a result of continuous investment in their digital acumen. CEO Claudio Bortoluz shares their approach to the social space. "Viñedos La Redonda was born 45 years ago," he said. "Today, we continue to drive our vision of being close to our customers wherever they are – now on social media. To do so, we’ve made very specific technology investments, and also created a team where creativity is encouraged, backed by the best analytics software and training, and certification in digital strategy. We aim to innovate and be at the forefront of technology and e-commerce."
With Emplifi Social Marketing Cloud, Viñedos La Redonda can constantly monitor their most effective content pieces to give their audience new and better experiences across the entire customer journey. A journey that starts with great content.
Samanta Martínez, Community Manager at Viñedos La Redonda shares her perspective:
"Content is king. Using Emplifi Social Marketing Cloud, we can know what people want to see and their topics of interest. This helps us position ourselves and give our audience better content. Our consumer strategy is not just about selling, but truly being a part of our audience’s lives every day. We’re a fun wine brand with many things to share as part of the wine experience."
Listening to audiences to make the right call
Beyond increasing social engagement, Viñedos La Redonda has been able to generate significant business results from activations across social media. From pre-purchase to customer care, the combination of social media analytics and listening underpin their biggest decisions about how to truly personalize the brand experience.
The company has built personalization into the fabric of their operations. Ana Laura Medina, Interaction Coordinator, shared her view on why listening to audiences is just how business should be done: “Interaction with clients in a personalized way generates an effective bond with the brand. Many customers share how happy they are to have each comment answered. Above all, immediate, relevant attention encourages frequent interaction. We then become part of their conversations about our services, and even about their personal lives and experiences.”
Mauricio González, CTO at Viñedos La Redonda shares how they see the relationship between these key interactions and business results:
"Knowing how to listen to our audience helps us all - our company and our clients. With Emplifi we're able to analyze the sentiment of our customers and use that insight to create new products and packages closer to what they want."
This data-first approach led to the brand registering the DÍA NACIONAL DEL VINO® brand for marketing purposes, running the National Wine Month campaign the third week of October 2020. They created and promoted collectible festive labels, which were very well received by customers, as shown below.
The recognition of their hard work is an important social media milestone; looking beyond performance metrics, the business impact is also crucial to highlight. In Q4 2020, the company ran a two-week campaign to increase website visits and boost customer retention. “It’s very important for us to maintain a close relationship with our best customers,” shared González. “In this campaign, we leveraged the sentiment insights we had already identified in our audience to achieve +32.87% customer retention.”
Success for the future
As Viñedos La Redonda plans for the future, Emplifi continues to be a key partner to help the brand achieve their goals. "Emplifi is a fundamental solution that allows us to listen to our audience and attend to their needs as quickly as possible," said González. "With benchmarking and in-depth social media analytics, we are able to develop products loved by customers, strategize better, and as a result, we were rated number one in the alcohol industry benchmark in Mexico in Q3 2020."
Viñedos La Redonda ranked #1 in the alcohol industry benchmark in Mexico