tapena case study: house party

houseparty.com

For general inquiries andrequest for proposals:

sales@houseparty.com

800-393-1102

46point increase

brand familiarity

Our campaign for Tapeña wines raised glasses and skyrocketed sales

ChallengeDrive consumer trial and increase retailer demand for Tapeña Wines

Solution1000 House Parties on April 30th, 2011 that...

• Introduced thousands of consumers to Tapeña Wines within states where product is available

• Provided an authentic, in-home experience where carefully selected hosts invited friends and family to sample the wines in a fun atmosphere

• Reinforced the brand’s heritage by creating fun Spanish themed activities that included Tapas recipes and wine tasting cards.

• Drove product interest and help brand stand out in cluttered retailenvironment

Results• Generated over 32,000 product trials

• 46 point lift in favorability

• 51 point lift in purchase intent

• 49 point lift in advocacy

• Conversations online and off spread to over 2.6 million impressions

• Retailers ordered 500% more Tapeña wine in House Party states due to consumer demand for product

51point increase

purchase intent

500%lift in

retailer demand

“Now that I am aware of the brand, I will notice it when I see it. I already notice it in the store, when before I passed right by it. I was shocked when I read that my local store carries it because I'd never seen it before and I am constantly buying wine”

@TashwandaP