Dark Horse Wine knows about pairings, and their recent video campaign, “Doers and Dreamers,” pairs business and creative luminaries for frank, engaging conversations about overcoming long odds in their personal and professional journeys, reminding us to “Never Underestimate a Dark Horse.”
The campaign is up now, hosted on one of the top platforms for reaching affluent wine lovers: FastCompany.com. The video series launched in March with a manifesto video and continued through the end of June.
Stephanie Gallo, vice president of marketing for E. & J. Gallo Winery, talked with Marketing Daily about the series, saying that "At Dark Horse Wine, we recognize that at some point, we’ve all been underestimated. Instead of caving under pressure, we celebrate those who dare to dream, act boldly, question convention and support their own.”
Each video pairs up-and-coming entrepreneurs and creatives for an informal chat, over glasses of Dark Horse Wine, to discuss the challenges and obstacles they faced in pursuit of their own dreams, and how they ultimately overcame them. Each video is accompanied by an informative article and hosted on the Fast Company website, the self-described leading progressive business media brand, with a unique editorial focus on innovation in technology, leadership, and design.
The
first video in the series featured Amber Venz Box, co-founder and president of ecommerce fashion site rewardStyle, and ELLEvest CEO and co-founder Sallie Krawcheck. The
second video features OK Go frontman Damian Kulash, one of the driving forces behind the band’s famous viral videos, and Alli Webb, co-founder of the behemoth hairstyle and blow-out chain Drybar. The
series continued with Justin Woolverton, founder of Halo Top Ice Cream, and country music singer-songwriter/viral video star Devin Dawson.
Dark Horse has left the door open for future videos.
Fast Company’s publisher Amanda Smith praised the videos’ performance in an interview with
Media Post, saying the performance of the first two videos “has been three times our standard benchmarks for engagement, with younger millennials — a specific target — engaging the highest.”
Offline, Dark Horse is promoting “Doers and Dreamers” through the company’s first print ads, running in the March and October issues of Fast Company. In addition, Dark Horse is an official sponsor of Fast Company’s 2018 Innovation Festival and October’s “Behind the Issue” party.
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