The #Gift
A selection of wines.
The Industry
Alcohol
The Influencers
- A range of influencers dependant on campaign.
- AU, NZ & UK.
- 3k+ followers.
- Micro and macro influencers.
The challenge
Yalumba Wines, a venerable name in the wine industry, boasts an impressive portfolio of labels, each with its own distinct personality and target demographic. From the eco-conscious and health-oriented vibe of Y Series to the sophisticated allure of Oxford Landing, the earthy charm of Earthworks, and the everyday appeal of Winesmiths, Yalumba needed a way to ensure that each of these diverse brands reached the right audience with the right message.
But, as you can imagine, managing influencer marketing for such a varied range of brands is no small feat. Each label required content that resonated with its specific demographic—content that would authentically connect with followers and drive engagement. Adding another layer of complexity, Yalumba recently expanded into the UK market, necessitating a fresh wave of British influencers to be brought into the fold. The task at hand? Finding and managing the perfect influencers for each label, across multiple countries, while ensuring the content remained true to the essence of each brand.
The solution
Yalumba Wines turned to #Gifted to streamline their influencer marketing across a diverse portfolio of wine labels. Leveraging #Gifted’s smart matching algorithms and extensive influencer database, Yalumba successfully tailored their influencer outreach for each label:
- Y Series: Partnered with lifestyle, sustainability, and health & wellness influencers, capturing a vibrant and eco-conscious audience.
- Oxford Landing: Collaborated with luxury and fashion influencers, reflecting its sophisticated, bougie vibe.
- Earthworks: Engaged earthy, authentic UGC creators to align with its rustic charm.
- Winesmiths: Connected with lifestyle and parenting influencers, showcasing its everyday, family-friendly appeal.
Through ongoing campaigns, Yalumba attracted an average of 140 applicants per campaign and achieved an impressive 92% activation rate. This strategy resulted in over 5 million impressions and 60+ pieces of diverse, high-quality UGC, spanning Instagram and TikTok. The content ranged from reels of friends enjoying wine to beautifully styled picnic setups, creating authentic and shareable moments that perfectly resonated with each label's target audience.
The Results
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