Vintage wine campaign by wives helps raise money for charities

Online entrepreneur Christopher Gravagna tapped LAB Media Group to launch his venture, Wines by Wives Charity Wine Club.

Client
Wines by Wives
PR agency

LAB Media Group
Campaign

Wines by Wives
Duration

February 15-May 15
Budget

$150,000

Online entrepreneur Christopher Gravagna tapped LAB Media Group to launch his venture, Wines by Wives Charity Wine Club.

Strategy
LAB launched the company and sustained buzz by promoting its celebrity involvement and charity endorsements. Through Wine by Wives, LAB was able "to give fans a product that is curated by these celebs, allowing them to connect with their fans," says LAB founder Lynn Brodsky.

Tactics
LAB provided media coaching to Real Housewives of Orange County's Vicki Gunvalson and Tamra Barney throughout the campaign. The agency did outreach and managed charity relations with the brand. The agency worked with the wives pre-launch to strategically tweet during weekly airings of the show and created and managed contests for an evening with the wives.

LAB worked with LA agency Jane Owen PR to organ- ize the March 8 launch party, managing press and celebrity attendance including Ashley Hebert from The Bachelorette and Dana Wilkey from Real Housewives of Beverly Hills.

The agency worked with celebrity and entertainment magazines to ensure on-target placement, including hosting three New York press dinners.

Results
Within a month, Wine By Wives had more than 8,000 participants and 13,000 Facebook "likes."

Exposure in top outlets including Us Weekly and OK! totaled 209,246,000 media impressions. As of June, $12,000 has been donated to each wife's charity of choice.

Future
"Wines By Wives has the ability to reach all types of members with the future wives that will be featured on the website," adds Brodsky.

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