GatoNegro is a wine brand under the VSPT Group, Chile’s second largest wine exporter. The brand is distributed in over 80 countries around the world.
We developed the brand’s digital presence in China to further develop brand trust and awareness among consumers.
Research and Strategy
We positioned the brand with a relaxed and enthusiastic tone. We used that persona to share wine knowledge and cultural content with wine enthusiasts. It gradually became a popular choice for fashionable young people.
We established a complete and systematic promotion program. We launched a WeChat activation campaign that attracted many fans. By sharing an exclusive QR code, customers could win valuable prices. We further interacted with audiences by building awareness with KOL livestream.
To build the brand’s credibility, we set up Baidu Baike and other regulatory digital registrations, as well as social media.
In the span of 6 months, we organically increased WeChat followers by 4,533 and Weibo followers by 2,891.