Brief

Treasury Wine Estates, a leader in global wine company, wanted to connect with an urban male millennial audience in Canada to launch their newest Linderman brand called The Gentleman’s Collection.

Strategy

We built an integrated marketing program around the lifestyle angle of helping single millennial men navigate the dating scene by being the ultimate gentlemen. Program included cheeky custom social content, a comedy event with Second City and targeted media and digital influencer outreach. Bookmark also partnered with Bumble to provide stats and facts that Bumble has discovered in terms of dating success in online profiles – this was also utilized in our outreach approach for lifestyle media.

Results

Bookmark surpassed the original traditional media goal by over 300 per cent with national coverage in key outlets. In addition to the traditional PR coverage, the team worked to develop 15 pieces of unique content for Gentleman’s Collection properties that were utilized not only in Canada for the launch, but also globally by the Australian team. Bookmark worked with four photographer/Instagram influencers to develop additional content that drove further awareness to the brand’s pages in its four target markets, including: Vancouver, Calgary, Toronto and Halifax. The campaign helped to build a brand audience for Gentleman’s Collections social pages with a significant increase in followers on both Facebook and Instagram.