Peer-to-Peer Marketing Platform Generated 3,000 In-Home Trials for BABE Wine
The Challenge Canned wine, with BABE being one of the first brands out of the gate, has completely disrupted the beverage industry. BABE Wine, the cute, delicious, take-anywhere bubbly wine in a can, wanted to drive product trials, increase purchase intent and generate authentic recommendations.
Anheuser-Busch In-Bev initiated a creative partnership with Ripple Street, the leading peer-to-peer marketing platform that matches brands with their ideal consumers. This creative collaboration supported BABE Wine in reaching its goal to distribute a delicious “WINE FOR ALL.”
Ripple Street's Strategy To help BABE Wine achieve its objectives, Ripple Street developed a multi-phased marketing campaign, the program included active recruitment of a targeted subset of the 1.4M member community. Targeted consumers received Chat Packs and followed guided activities such as visiting local retailers to purchase BABE Wine, taking “shelfies,” and sharing their authentic brand experiences and reviews on social. Participants also conducted extensive post-campaign surveys to give BABE Wine valuable insights.
Recruit High Quality, Engaged Consumers More than 2,500 applied to spread the word to friends and family, in person and via social networks. Of these applicants, 1,000 of the most active brand advocates who lived in key markets in Chicago, IL; Cleveland, Columbus; Cincinnati, OH; Arizona, California, and Nevada, were third-party age verified before receiving their BABE Wine Chat Pack.
Deliver In-Home Product Trials and Engagement Chat Packs included one $15 gift card to purchase BABE Wine and a branded greeting card with a store locator guide for consumer convenience. Once consumers had the product in hand, they took part in several activities driving trials, social engagement, and product reviews.
Complete Post-Campaign Surveys Sip, sip, hooray! Chat Pack participants completed surveys on their BABE Wine experience, answering questions ranging from brand favorability to purchase intent.
BABE Wine Chatterbox Program Exceeded Goals This engaging in-home experience with BABE Wine generated authentic evaluations, social interaction, and led to impressive lifts in brand favorability (217%), purchase intent (237%), and intent to recommend (372%).