For summer 2024, Graffigna wanted to spark excitement, celebrate its Argentine roots, and drive retail conversions. Enter the Gather, Goal, Graffigna Sweepstakes—a 360° campaign uniting wine, soccer, and the joy of gathering with friends and family. We created a bold key visual, refreshed the microsite, and launched a fully integrated program spanning in-store POS, digital activations, and paid social. Timed with Copa América, the campaign invited consumers to enter for the ultimate at-home entertaining package, while increasing brand visibility in Graffigna’s priority U.S. markets. The result? Big goals met on and off the field.
Our strategy combined in-store and digital touchpoints to meet two core objectives—drive sweepstakes participation and grow brand awareness. From bold POS in priority markets to targeted paid social, we ensured Graffigna’s presence was impossible to miss, uniting the campaign under one cohesive creative platform.
We sketched a campaign key visual blending soccer’s energy with Graffigna’s premium appeal, then brought it to life through a custom photoshoot. The imagery showcased the sweepstakes prize—a home projector—while leaning into Argentine culture and the spirited gatherings that connect Graffigna with its audience.
The refreshed landing page served as the campaign hub—whether scanned from an in-store QR code or clicked from a social ad, all paths led here. Visitors could explore the sweepstakes, learn about Graffigna, and enter with ease from any device.
We launched a paid social strategy on Facebook and Instagram to drive high-quality entries from key markets (CA, FL, TX, NY, IL). Using a mix of static and video ads, we optimized mid-campaign to maximize conversions, delivering over 500K impressions and 3.4K paid entries at a $5.81 CPA.
