Papaya saw the opportunity to gain media publications attention and increase consumer awareness of the new Millon Wines range through leveraging a novel hook of the sensory pack. The publicity focused on two main pillars: Product, which involved news and gifting features along with creative editorial stories, lifestyle media and influencer engagement. Trade was our second phase focus inclusive of news and gifting features and spokesperson commentary.
With Millon Wines being a smaller, family owned and run company it was important for Papaya to execute influencer involvement. By including influencers such as, @Urbanswan and @eloisejaksic. This garnered as much traction as possible while maintaining the brand’s authentic image. This activity generated a viewership of over 300,000 people.
Multiple Influencers that received The Impressionist range and a special release, sensory experience gained a massive viewership of total across socials.