Wine of the Year is a new product-led competition highlighting Naked’s top-performing wines in the portfolio. While many publications rank wines based on the opinions of their wine critics, Naked is asking its customers to be the judge for this ultimate prize. Out of hundreds of vintage-specific wines, the Wine of the Year will be determined based on customer ratings and votes.
Customers had 3 chances to vote. Round 1: Vote for 1o finalists out of 40 nominees; Round 2: Vote for 5 wine-specific category winners from 10 finalists; Round 3: Vote for Wine of the Year from the 5 category winners. Categories are Sparkling, Red, Top-shelf Red, White, and Rosé.
We wanted to include several touchpoints in our repeat marketing plan strategy to drive connection, awareness, and engagement. We decided to run an initial launch email to bring excitement and a call for votes, a round 2 voting email, a shop all of the Wine of the Year wines to drive sales, a final round 3 voting to choose the winner, and then a winner announcement email. Each round of voting included emails, social images, images for the winemakers to post on their social channels, a custom landing page, Wine of the Year logos, and features on our homepage carousel.
Across the campaign, 60,000 votes were captured for the Wine of the Year contenders and all the winemakers were excited to join the race.