enotria & tesco: the social wine case study
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We Are Social Client Name × Document Title × Date × Page
Enotria & Tesco The Social Wine
social we are
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Trade wine supplier, Enotria, wanted to help South African wine community Enaleni
create a new sustainable business
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…which would help ensure the future of their community
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They also wanted to introduce a new generation of customers to the wine drinking community
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The solution? The world’s first socially created wine
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A bespoke bottle of wine to be sold in Tesco stores, made using grapes from the Enaleni community,
named and designed by Tesco’s Facebook community
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The campaign kicked off with a wine-tasting event to select an Enaleni grape, with bloggers, influencers,
press and members of the Tesco Wine community
social we are
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It was then over to Tesco’s Facebook fans to decide the bottle’s design and name,
via an app on Tesco’s Facebook page
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Tesco fans could scroll down the ‘Time Vine’ app to learn about different parts of the campaign
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They were encouraged to submit their name suggestions
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The fan with the most creative entry had the chance to win a trip to South Africa to visit the Enaleni community
where ‘The Social Wine’ would be produced
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The campaign generated 1,668 entries in just three weeks. The winning name, as voted for by Tesco’s
Facebook community, was Enaleni’s Dream
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Enaleni’s Dream is now on the shelves in Tesco stores throughout the UK. In its first few months in production,
it sold over 80,000 bottles
social we are
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The Enaleni community have received payments, as well as their first wine bottled under their own name
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They are now, for the first time ever, able to pitch for business on the international wine market
social we are
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“The fact that we’ve been able to give the Enaleni community the chance for future business has made
this campaign a lasting legacy” - Enotria