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Popping corks with Pink Prosecco

objectives

THE CAMPAIGN THAT SECURED GOOGLE’S NO1 SPOT FOR A START-UP DRINKS BRAND

Several centuries in the making, Italy’s Prosecco Council finally approved the sale of rosé Prosecco. Smoking Gun’s Food & Drink PR experts were asked to help launch the first bottle and brand available in the UK, Pink Prosecco.

Our primary objectives were to secure the top Google result for ‘pink Prosecco’, gain high quality back links to the brand website, develop and present the vineyard history, brand and product story, and secure impactful media coverage with a focus on digital.

strategy

Our team created a ‘Dream Job’ story for national print and online, regional, and specialist media outlets offering the public a chance to get paid to taste Pink Prosecco — in Italy.

Samples of Pink Prosecco were issued to media and influencers.

Pink Prosecco website built, with content (including brand stories, cocktail recipes and more) optimised for search.

A Pink Prosecco blog was launched.

Contests were sold-into online publications.

Social media advertising was rolled out to supplement organic activity.

results

Potential reach of 776,906,144

The Pink Prosecco food & drink PR launch campaign resulted in 58 pieces of media coverage, amounting to a potential reach of 776,906,144.

280,000

Highlights included Metro, The Sun, Scottish Sun, Daily Star, Daily Mail, Daily Express, Wales Online, Hello, Good Housekeeping and Cosmopolitan.

Organic traffic to the Pink Prosecco website increased by 100%

with the company ranking #1 on Google for the search term ‘Pink Prosecco’ and in the top 25 for ‘rose Prosecco’ within one month of launch.

30,000

clicks to Morrisons’ website (exceeding KPI by 50%)

Reach of 179,072

Social media advertising offered a reach of 179,072, with more than 370,000 impressions.

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