MODESTO, CA: Barefoot Wine is launching a video initiative on its Facebook page to engage the online community and promote clean beaches.
The video, One Beach, follows the lives of six people working to clean up beaches around the world and supports the company's Barefoot Wine Beach Rescue Project, which was established five years ago in partnership with Surfrider Foundation. One of the goals of the film is to increase awareness about the initiative using social media.
BBDO San Francisco, which handles social media for Barefoot, and Hunter Public Relations, the company's PR AOR since 2006, have been helping get the word out about the upcoming video release, which will premiere on Facebook, as well as at the Helen Mills Theater in New York City at 6:30pm on September 20.
“Barefoot Wine is successful because we're constantly connecting with people on a personal level,” said Stephanie Gallo, VP of marketing at the company. “Barefoot not only has a significant presence online, primarily driven by our loyal Foot Fans on Facebook, but also a dedicated team of Barefooters who put their best foot forward and give back to their local communities every day.”
The viewing will include special guest appearances from the video's director, Jason Baffa, and members of the cast. After the screening, Barefoot will hold a Q&A session and fans who can't attend the event live will be able to ask questions via Facebook and Twitter using the hashtag #onebeach. Following the screening, the company will unveil five more videos, one per week, profiling people in the film.
In order to get more people to visit the Barefoot Facebook page, which has over 125,000 fans, BBDO built a mosaic film poster made out of 17,500 pieces of trash and put it on display on Venice Beach, directing people to go to Barefoot's Facebook page to find out more about it.
A team of five at Hunter PR has been connecting with people using traditional and social media. “In order to get the word out, we reached out to a large community of lifestyle, environmental, fashion, and social media contacts, telling the personal stories of the people profiled in the film,” said Gigi Russo, partner at the agency.
The firm also engaged with bloggers who focus on a wide variety of subjects, helping spread the message of keeping beaches “barefoot friendly” to as many followers as possible, she added.