Can a social media campaign in the luxury food sector be implemented with valuable content? If so, what topics and what messages are needed? Marian Kopp, managing director of Lauffener Weingärtner eG, looks back on the development of the #READINGOFF campaign via Facebook/Meta, which has been running since the end of 2021. According to Kopp, the current numbers of followers and interactions confirm that the combination of wine and literature can lead to success. The LesestoffTippDerWoche presents the most attractive new releases on the German book market via Facebook and Instagram.
LESESTOFF is a successful, fruity, innovative premium brand from the Lauffener Weingärtner. The “LESESTOFF” wine edition, a series of 3 modern, high-quality cuvées, is available in red, rosé and white. LESESTOFF is the German answer to the “Primitivo wave” of fruity wines from southern Italy. Just as the sales figures for the LESESTOFF series have developed and established themselves at a high level in retail, the social media campaign has been growing at an undiminished rate since the beginning.
We currently reach around 20,000 users every month. As of February 2024, the loyal following, which actively interacts again and again, is over 5,250 followers. “With our weekly #ReadingTipOfTheWeek we combine the enjoyment of wine with literature. Through the selection of titles and stimulating, sophisticated teaser texts, we offer the right introduction to the world of new releases and bestsellers. “Sometimes we consciously promote hidden gems from well-known book publishers,” says literary friend Marian Kopp.
“Lauffener READESTOFF is the wine for those thirsty for literature.”
Through the weekly #ReadingTipoftheWeek, the people of Lauffen achieve an interaction rate of an impressive 5.6 percent. The competitions, which are offered monthly, generate further interaction with up to 400 users every month.
“When selecting the titles and the timing of publication, we would like to rely on partners who understand much more about it than we do: the book publishers. Our most successful post to date was the competition for TC’s new release, Boyle’s “Blue Kies” with 948 interactions,” says Clarens Jung from the Jung agency, who with his team designed the high-quality wine x literature campaign, designed it weekly and published the campaign controlled reliably from the start.
“In terms of reach, we manage to reach two thirds organically and only one third paid,” says agency boss Jung. By the end of 2024, Kopp and Jung want to break the 7,000 follower mark with the attractive interplay of wine and literature.
By the way: The 2020 LESESTOFF red wine won big gold at the current state wine award (2nd award in 2024) of the Württemberg Wine Growers Association!
News from the ongoing wine awards
Lauffener with top ratings at the 34th Grand International Wine Award MUNDUS VINI and at the Württemberg State Wine Awards
The 2022 Württemberger Chardonnay QbA dry won GOLD at the MUNDIS VINI Spring Tasting. Three other wines, including the 2022 Württemberger Muskateller from terraced steep slopes QbA dry, “WEINWERKSTATT” series, won silver in the highly respected competition.
The 2020 LESESTOFF red wine won big gold at the current state wine awards (2nd award in 2024) of the Württemberg Wine Growers Association. The 2022 WEINWERKSTATT Muskateller dry also received big gold. The people of Lauffen once again did excellently with another 10 gold and 16 gold rim awards at the state wine awards!
Lauffener Weingärtner eG
After merging with WG Mundelsheim, Lauffener Weingärtner eG is an important premium cooperative in the Württemberg wine-growing region with a vineyard area of around 900 hectares. At 106 hectares, Lauffen has the largest terraced, steep slope area in Württemberg. In the large vineyards Kirchenweinberg and Schalkstein as well as the individual vineyards Katzenbeißer, Käsberg, Mühlbächer and Rozenberg, mainly black Riesling, Trollinger, Samtrot, Lemberger and Riesling grow. The “Katzenbeißer” is the best-known Württemberg wine among consumers throughout Germany.
The Lauffen wine growers have been the best wine producers in Württemberg in the DLG ranking for many years. The quality of Lauffen and Mundelsheim wines is proven by numerous awards. In addition to the victory in the European VINUM Cooperative Cup, there was first and third place in the German Red Wine Prize, second place in the Focus wine test, victory in the German Lemberger Prize “Vaihinger Löwe”, the honor as “best young winegrowers association” in Germany, the Young Winemaker Prize from the Württemberg Wine Growers Association as well as various top placements at ARTVINUM and the Berlin Wine Trophy, at Mundus Vini and Selection etc. In addition, Lauffener wine and sparkling wine were repeatedly served at the Berlinale film festival.
Source/image source: Lauffener Weingärtner eG
2024-02-28 08:30:42
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