Gancia Sparkling Wine Family influencer marketing campaign
33 micro-influencers, 900,000 followers, nearly 30,000 likes – a premium sparkling wine brand’s festive campaign on Instagram.
Influencer marketing generates significant media coverage, but its true value lies in conveying the brand’s message. Strategic marketing communication ensures authentic and persuasive brand representation. The Gancia Sparkling Wine Range campaign is a good example of effective influencer marketing in practice.
- Brand: The Gancia Champagne Family
- Platform: Instagram
- Campaign period: September 2021 – January 2022
- Target group: 18–35 age group
The aim of the campaign was to raise brand awareness and boost sales during the crucial festive period. Gancia’s history dates back to 1850, when Carlo Gancia founded Italy’s first sparkling wine house in Piedmont – now a UNESCO World Heritage Site. The brand represents the Italian way of life and celebration worldwide.
Implementation of the campaign
We selected 33 lifestyle micro-influencers following a thorough profile analysis to ensure authentic brand representation. Each influencer posted an Instagram feed post and story content featuring Gancia products in a festive setting. The posts centred on intimate festive moments, Christmas and toasting to a better year. The content was #gancia #The First Italian Sparkling Wine Family #drinkbeauty They used hashtags.
Results
The influencers’ combined follower base reached ~900,000. The content was viewed 268,565 times by 256,000 users. The posts generated nearly 30,000 likes and 790 comments. The number of story views was 69,000 – a remarkable result in an era of dwindling attention spans.
The campaign’s visuals achieved magazine-quality standards, effectively conveying the sophisticated atmosphere befitting Gancia’s premium positioning.