William Hill Social Strategy
William Hill, an E & J Gallo brand, is a premier estate winery located in the heart of California's Napa Valley. Celebrated for their award-winning Chardonnays and other fine white and red wines, they offer sophistication in a bottle at reasonable price points.
Facing stagnant sales and a loss of brand awareness, William Hill urgently needed to bring back the classic glass of Chardonnay and extend the wine’s drinking season. But in a crowded market, they needed to distinguish the varietal while still holding true to the essence of their brand.
Content Strategy, Social Strategy, Design, Copywriting, Photography & Video Production, Analytics
Food & Beverage
Before diving into the campaign, we needed to better understand our new target audience.
Pulling a sample of Instagram followers from William Hill and its competitors, we used several social media tools and databases to determine who our audience was, what sparked conversation for them, and how they interacted with their peers.
Our research ultimately shed light on what they liked, what they wanted, and how they behaved.
Taking our new analysis and William Hill’s existing creative vision, we crafted a social strategy while:
Our social strategy had to support William Hill’s overarching creative strategy: true sophistication through simplicity.
Previous campaigns focused on the simple joys of a romantic connection. However, we pivoted away from romance and towards more common everyday connections with friends and family to really promote a different sense of closeness.