845% increase in global reach. 52.8M video views. 16 sustainability videos across 18 international accounts in 6 languages — positioning California wines as global leaders in sustainable viticulture.
The challenge: with 80% of its wines produced in sustainably certified wineries, California is a world leader in sustainable wine. The challenge was making that story resonate globally, across markets with different languages, cultures, and relationships to wine.
The approach: I managed a multi-step campaign built around three sustainability pillars — Planet, People, Product. The campaign leveraged 16 pieces of bite-sized video content, including original footage from the Wines on a Mission press tour and top-performing content from iconic Californian producers.
The objective: make California wines synonymous with sustainability for wine lovers and professionals globally, through content published across 18 international social accounts in 6 languages.
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