Digital Communication for Wine: Terre d'Aenòr
- Client
- Terre d'Aenòr
- Project
- Digital
- Year
- 2024
Terre d'Aenòr: a social campaign between art, fashion and Franciacorta
A young, bold and contemporary brand
Terre d’Aenòr is not a winery like the others. Young, dynamic and run entirely by women, the brand stands out for its “out of the box” approach to communicating wine. The payoff “Gradi di Stile” (Degrees of Style) perfectly sums up its identity: deeply tied to the worlds of art, fashion and, more generally, luxury.
NSG embraced this vision to create a social campaign able to break with the more traditional communication of the wine sector and build a fresh, engaging story with a refined aesthetic.
To grow the community, strengthen brand awareness and differentiate the brand’s narrative from its competitors.
Communication that breaks the mould
What is the aim of the project?
An illustrated alter ego to tell the brand's story
To enhance the brand with an immediate, emotional language, we chose to collaborate with Mery Saporito, an artist and illustrator with a chic, cosmopolitan style, already active in fashion and luxury with collaborations for major brands such as Gucci, Chanel, Miu Miu, Louis Vuitton, Valentino and Tiffany&Co.
Her style gave birth to Eleo, the illustrated alter ego of Eleonora, the face and soul of the winery. A character who became the protagonist of an original narrative that takes the audience into the world of Terre d’Aenòr and the Franciacorta area.
The entire social communication was built with a refined aesthetic, in line with the brand’s identity. Each illustration was created ad hoc to capture attention and convey the storytelling visually.
Not just style: technical content and showcasing the territory
Beyond the aesthetic component, the campaign paid great attention to providing valuable content on technical aspects of viticulture and winemaking, on the best food pairings for different occasions, and on showcasing characteristic places of Franciacorta.
Educational content on the subject
A monthly series of reels with Eleonora’s direct contribution and Eleo’s illustrations made it possible to engage the community with educational content accessible to everyone.
Promoting the territory
A format that helped promote the territory and strengthen the brand’s credibility, positioning it as a point of reference not only for style but also for quality and expertise.
The results: an increasingly engaged community
+56%
Instagram profile visits
a sign of growing interest in the brand and its content.
9.83%
Conversion rate
on Instagram after the profile visit, well above the industry average (3%), a sign of aesthetics and content perfectly on target.
21.5%
Attraction
+22.5%
Facebook reach
compared with the previous campaign (April-December 2024 vs. July 2023-March 2024), expanding the brand’s visibility.
+100%
Instagram reach
Engagement growing strongly: +33% on Facebook and +100% on Instagram, a sign of an increasingly active community
