Lindeman’s needed to launch their UK summer campaign, with a lead time of less than one month. The key objective was to generate widespread online discussion amongst the brand’s key demographic for the brand.
The key demographic for Lindeman’s is females, aged 35-55 who tend to be mothers. This demographic is hugely engaged across a number of social media platforms – an area ruled by mummy bloggers who spend more than 82mins of ‘me time’ online per day.
Publicasity secured last-minute sponsorship of the UK’s leading mummy blogger event – Britmums Live – and created the very first Lindeman’s Sunshine Garden, featuring wine samples and an interactive social media photo competition.
Lindeman’s summer range received: 103 social media interactions by 69 unique users, resulting in:
90+ pieces of UGC created during the two-day event.