“264,572 Instagram impressions”
“264,572 Instagram impressions”
With three weeks’ lead time, Mower was challenged to drive awareness for last-minute ticket sales and create a distinct onsite social plan for Pebble Beach Food & Wine’s (PBFW) 12th annual showcase.
Many of the chefs and wineries participating in the popular five-day series represent the pinnacle of grand cuisine. They resonate with PBFW’s core customer base of highly affluent individuals. But there are other levels of upscale traveler that present an opportunity for growth for PBFW. They want to feel connected to aspirational experiences, not intimidated by them. Pebble Beach Food & Wine needed an online strategy and use-generated-content activation plan that would invite more people into the party, without diluting the brand’s reputation as a culinary retreat for movers and shakers.
Use Oracle data to target foodies in the highest income brackets with paid advertising efforts focused on luxury and aimed at driving last-minute website traffic. To broaden the festival’s appeal beyond this ultra-wealthy demographic, design a brand voice that is intelligent but entertaining, with a slight twinge of irreverence to keep followers engaged. Focus social feed activity around in-the-moment storytelling on Instagram Stories, which is the PBFW channel with the strongest foothold. Create a detailed storyboard and execution plan to capture all 45 events—which spanned eight venues—in a cohesive way, including interacting with festivalgoers. Engage regional influencers to share the experience through their unique lens.
Paid efforts drove over 1,100 targets to PBFW’s ticketing site in the days before the festival, at a very competitive cost. Mower’s “live from PBFW” storytelling strategy also paid off, garnering 264,572 impressions during the program, compared to 46,902 impressions in 2018. Content shifted seamlessly from tongue-in-cheek (“How to butcher a 149 lb tuna in 3 steps” with Chef Morimoto) to ultra-luxe (sunset views of a Chef Mallmann dinner in a $37M cliffside home). See all stories at Instagram.com/PBFW. And influencers like Gabriela Vera (@gstylediaries) and Hee Jin Lee (@hungryhungryheejin), among many others, generated powerful content, reaching hundreds of thousands of interested California followers. Mower has already been retained for PBFW 2020 thanks to the positive impact of our efforts.
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