Case Study
Tinhorn Creek
CHALLENGE: Reconnect and entice Tinhorn Creek customers back to the brand (Social Storytelling Strategy)
PREFACE
As the architects of strategy, we're not usually in the execution game, but when we decide to roll up our sleeves, get ready for results that will make your scroll pause in its tracks!
CHALLENGE
Tinhorn Creek has undergone a change in ownership, leading to uncertainty among its customer. Consequently, there has been a notable trend of customer attrition.
THE TASK
Develop a strategic social media campaign aimed at facilitating Tinhorn Creek's reconnection with its customer base, emphasizing the brand pillars of environmental stewardship and a commitment to crafting the finest wines for every palate.
INSIGHTS
Market insight – The content created by wine brands is very predictable e.g. bottle shots, clinking glasses, social occasions with wine at the centre
Customer insight – People connect with real people’s stories.
STRATEGY
Implement a strategic social campaign to disrupt the Canadian wine industry, elevating Tinhorn Creek's distinctiveness and reengaging its audience by highlighting the brand's affinity for nature, thereby enticing former Tinhorn Creek consumers back into the fold. Give them a reason to celebrate great taste and unforgettable experience.
CREATIVE CONCEPT
CREATIVE CONCEPT
It’s in Our Nature.
Embracing the essence of "It's in Our Nature," we strategically leverage the creative force embedded in the term "nature." This encompasses not only the tangible elements that characterise Tinhorn Creek but also the intrinsic qualities shaping individuals and scenarios.
Nature: (Our Surroundings)
This encapsulates the collective phenomena of the physical world, incorporating plants, animals, landscapes, and other earth elements that define our environment.
Nature: (Defining the personality)
Beyond the external, it delves into the fundamental and inherent features, character, and qualities that distinguish us as individuals or define the unique essence of Tinhorn Creek.
In the centre of these two interpretations lies our strategically creative approach, where the very nature of Tinhorn Creek intertwines seamlessly with the world around it and the distinctive characteristics that make it exceptional.
The Campaign
We created a social storytelling campaign that lived primarily on Instagram.
A creative look & feel was designed to allow us to tell chapters of the story of “It’s in Our Nature”. The content strategy was crafted to include storytelling themes & different storytellers (voices) than the typical brand voice.
Storytelling Content Themes
Tinhorn Creek – The wines, the winery, the heritage, and winemaker.
The story of being social – The experiences, the weekend, the meet up with friends.
Being local – The area, the neighbours, the people we love.
The Storytellers
The brand is the expected storyteller so we gave others voices to share their story of Tinhorn Creek. The creators, the winemakers of Tinhorn Creek and the customers who drink Tinhorn Creek. The models are real people who share common traits with Tinhorn Creek customer groups. We did this intentionally so we could create real stories about real people.
Meet Li Mei
Meet Leandro, the winemaker
Meet James & Li Mei
Meet Heather
Storytelling Collective Team
To breathe vitality into this concept in a strategically disruptive manner, we rallied the support of the Storytelling Collective, a dynamic global network of seasoned talents with whom we intricately collaborate.
This team spanned across islands and oceans, featuring Creative Director Luke Wright delivering creative concepts from the heart of Ireland, Photographer Martin Prihoda capturing the essence from the scenic Salt Spring Island, BC, and Makeup Artist Heather Nightingale bringing her artistry to life from Vancouver Island.
This collaborative convergence of creative minds, fuels our strategy to weave a captivating narrative that transcends boundaries and captivates audiences worldwide.
Photography Approach
In a strategic move, Martin highlighted Tinhorn Creek customers as the campaign's focal point, showcasing their authentic lives and stories. Deviating intentionally from industry norms, he crafted an editorial-style concept that placed subjects initially perceived as indoors, outdoors in their natural surroundings.
This intentional contrast heightened visual impact, deepening the audience's connection with genuine narratives. Simultaneously, Martin strategically linked Tinhorn Creek products with raw nature, creating a distinctive, compelling narrative that aligns the brand strategically with the natural world.
To support the editorial style campaign a distinctive look and feel for product shots was designed – emulating the connection to raw nature in a stylized way. Further differentiating Tinhorn creek in the wine world.
Summary
This groundbreaking campaign, poised to revolutionise the Canadian wine industry, is the result of a strategic storytelling initiative meticulously executed by a global team driven to craft something extraordinary.
The "It's in Our Nature" campaign is not merely a shake-up, it's a testament to the transformative power of a compelling narrative, sparking collaborations that elevate creativity to unprecedented levels. This strategic endeavour isn't just about wine, it's about the intersection of artistry, narrative brilliance, and the potential to redefine industry norms through inspired storytelling.
Final word on Exceptional Talent & Collaboration
At our core, we excel in curating exceptional talent that collaborates seamlessly based on shared values, and this collective venture proved nothing short of extraordinary.
Luke Wright, the visionary behind the concept, boasts two decades of experience crafting world-class creative and holds a longstanding partnership with Annabelle & I Like Storytelling. You can learn more here
Renowned photographer Martin Prihoda, with an impressive portfolio including Vogue, GQ, Cosmopolitan, and Elle covers, enthusiastically embraced the opportunity to showcase the enchanting nature of Salt Spring Island.
Heather Nightingale, a luminary in makeup artistry, has graced the covers of Vogue and beyond. As the lead makeup artist for MisMack, a clean & sustainable skincare and makeup brand from BC, Heather's collaboration underscored the shared commitment to environmental care.
The infectious creative potential resonated strongly with island locals, captivating the interest of phenomenal models Li Mei, Carrie Fleming, and James Chutter. Hailing from Salt Spring Island, they authentically connected with the concept of inner nature and the beauty surrounding them.
Let’s tell your Brand story.
Send us a note, and we will respond within 48 hours with next steps. We are excited to start this journey with you.