Generated Tens of Thousands of Trials and Increased Purchase Intent:
Constellation, a premium wine company, created their Black Box wine; a fine wine that’s a great value, convenient and environmentally friendly. Unlike a corked glass bottle that spoils after a few days after being opened, Black Box wine remains fresh for a minimum of 4 weeks prior to being opened- and it’s much cheaper than glass resulting in more quality wine for less.
Goal: Increase Reach and Awareness, Drive Trial
Black Box wine hopes to drive Agent trial of their product as well as drive adoption of it.
Campaign Strategy: Sample Experience, Target
BzzAgent targeted 1,988 Agents ranging from 30-45 years old with a HHI of $50,000+ living in select US markets and consume wine each week. They were sent a Bzzkit including:
- Mail-in rebates for Black Box wine
- Black Box branded items- including a display case and carafes
- A BzzGuide with product information and activities focused on Agent-hosted parties to drive high volume trial
Results: Reach, High-Volume Trial, Brand Perception
The campaign generated tens of thousands of trials through Agent-hosted parties that introduced the wine to friends in a personal social setting.
Reach
- Over 327,000 people via in-person and digital conversations
- Each Agent influenced 164 conversations (Well over the BzzAgent average)
High-Volume Trial
- Over 1,500 Agents hosted parties with 12 guests on average
- Parties yielded over 19,000 trials of Black Box Wines
Brand Perception
- Increase purchase intent for Black Box by 41 percentage points from pre to post- campaign
- 68% of participants indicated they were very likely to purchase the brand after the campaign ended
ReTweet
I was a part of this case study. On Thanksgiving our family drank the Black Box Cabernet Savignon and the Pinot Gris
We all adored the Cab and also agreed that the pinot gris was much better than the two expensive bottles that someone brought.
We will all be purchasing both of them in the future
I love the Black Box Wine me and my husband love it.
I have never tried Black Box wine, but would really like to. I am a huge wine fanatic!
I would love to try Black Box wine. I am such a wine fanatic and have been learning about more wines in the last year. I have heard about Black Box, but haven’t tried it yet.
I am very interesting in trying the Black Box wine, I am trying so hard to find a wine that I can purchase and stick with it.Try it a wine tasting soon.
sounds like a good new product. I would love to get picked to try it out and pass the word on to ppl I know and love.
Hmmm. Now this is a product I’d love to try!!
I would like to try this product.
Interested in trying box wine, sounds good. Curious about shelve life once open.
interesting name, I would like to try