We first initiated an ideation workshop and discovered that consumers knew very little about Chile. Therefore, few expectations were associated with products from Chilean.
We addressed the situation with our initial 3-year plan. In 2019, we reviewed the plan’s effectiveness and developed a second 3-year plan aimed at making Wines of Chile a premium brand.
We created consistent logotypes and visual systems for China, Korea, and Japan. We developed standard guidelines to ensure smooth implementation across East Asia. We are now expanding to SEA and refining the brand identity to differentiate it from the competition.
We developed an education-focused website as part of the Wines of Chile integrated digital presence.
We simplified the user interface, clearly defined wine terms and criteria, and Chilean geographic segmentations and naming conventions.
For the last 9 years, we have developed content from product introduction to user awareness enhancement for all primary social media channels. We continually innovate with new channels to stay relevant to our audiences. As a result, Wines of Chile on TikTok has gained a much larger fan group than any other wine association.
In 2017, we hosted a competition on the Miaopai video-sharing app. From 400+ entries, we sent the winners on a romantic journey through Chile's unique regions for a 12-episode mini-series.
In 2018, we released Wines of Chile's first livestream on Easter Island with 10 KOLs. The videos focused on Chilean culture and facilitated interactions with winemakers and experts.
In 2020 and 2021, we collaborated with professional KOLs and wine masters to produce WOC’s exclusive online wine tasting and talk show - 'An Evening with Wines of Chile’.
In 2021, due to China's adjustment of import tariffs on Australian products, the market share of Australian wine in China declined.
To seize this opportunity, PLTFRM assisted Wines of Chile in swiftly adjusting its brand strategy to promote higher-value products.
In collaboration with Wines of Chile, we organised high-end events focused on wines with ratings above 94, enhancing their overall brand image.
They successfully capitalised on the high-end market, transforming the Wines of Chile brand image from being known for good-value wines to premium offerings.
We multiplied touch points and built assets to be re-utilised in different tier cities as the market grows. We stay relevant to audiences by generating innovative approaches in an otherwise conservative industry.
