Digital
23 January 2025
Delivering PepperBox’s first Influencer Marketing Campaign
for Casella Family Brands
for Casella Family Brands
The next step forward in Pepperbox’s brand’s evolution
In 2021, after successfully creating and launching the PepperBox wine brand, the Casella Family Brands Europe team introduced four varietals into twelve prestigious retailers. Although a strategic price increase improved profit margins, it resulted in a slight decline in overall sales volume. Confident in the sustained financial performance of the PepperBox range, the Casella Family Brands Europe team sought to regain market share and boost sales. To achieve this, they partnered with Brightful to execute a targeted influencer marketing campaign, building on their previous success, including winning the 2022 BIMA award for ‘Best Use of Digital in the Consumer Goods’ Sector.
Growing PepperBox’s market share
Casella Family Brands Europe aimed to raise awareness and drive sales for three key PepperBox wines—Shiraz, Rosé, and Chardonnay—amidst intense market competition. With a target of reaching 80,000 customers and selling 200,000 units, they needed a strategic approach to engage consumers aged 30+, who are passionate about food and wine.
Brightful aimed to design an influencer marketing campaign that identified suitable influencers, created compelling digital content, and effectively managed outreach. The goal was to increase brand visibility, encourage repeat purchases, and boost sales and market share.
Building Influence – Our Approach to Boosting PepperBox Sales
To elevate PepperBox’s profile and drive sales growth, Brightful developed a comprehensive influencer marketing strategy aimed at engaging consumers aged 30+ who are passionate about food and wine. The goal was to present PepperBox wines as the perfect accompaniment for special occasions, making cooking both aspirational and accessible.
Our approach began with thorough research to identify influencers whose values and audiences align with PepperBox’s premium brand. We selected influencers who could authentically represent the brand and inspire their followers with compelling content. The strategy included detailed influencer outreach, contract management, and messaging and content creation guidance. We also established clear success metrics and managed all aspects of the campaign, from posting schedules to direct payments.
Through careful execution and ongoing collaboration, our strategy was designed to boost brand visibility, drive sales, and lay the groundwork for potential long-term influencer partnerships.
Campaign success: Key metrics and achievements
The PepperBox influencer marketing campaign delivered strong outcomes, achieving a total reach of 93,743 and generating 4,612 engagements, with 87 link clicks and an engagement rate of 2.19%. These results demonstrate the campaign’s effectiveness in engaging the target audience. Key insights include the superior performance of Reels over static posts and the potential for increased engagement through interactive polls and a diverse set of influencers.
“The Brightful team has been instrumental in helping us create and launch our new PepperBox brand. There is nothing about our brand that they haven’t influenced, and we trust them to work on new and emerging marketing opportunities, such as influencer marketing, as they are smart and dependable. In short, we trust them to deliver great work.”
Success Snapshot and How We Can Help You
The PepperBox influencer campaign, executed organically with five carefully chosen influencers, achieved a total reach of 93,743 and an engagement rate of 2.19%. Key takeaways highlight the effectiveness of Reels over static posts and the value of interactive content for boosting engagement.
For bespoke marketing strategies and impactful results Contact us today to discover how Brightful can elevate your marketing strategy.
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