Media Watch: Casillero del Diablo Carves Out Halloween Sales Opportunities with Influencer Campaign
Oct. 29, 2015
Wine is claiming its stake amongst Halloween cocktails this season, and social media is helping it do so. Casillero del Diablo has teamed up with prominent lifestyle bloggers to create “Hallowine,” a social media Influencer campaign likely to impact sales. This shows some noteworthy business insights on Diablo’s part since many customers entertaining this Halloween will use Pinterest and other social media platforms as a guide.
Eight in 10 millennials plan on getting into the Halloween spirt this year according to The National Retail Federation, contributing to the $6.9 billion Americans are projected to spend between costumes, candy and celebratory beverages.
Considering young adults’ close relationship with social media, where shares and re-shares can bolster certain products and drive trends, any given social platform can inspire consumer behavior. Yet it seems Pinterest may be the most viable of them all. “Pinners are just as likely to purchase as users from other social channels, but spend 50% more on average as compared to other social channels. They’ll also spend 20% more than users referred from non-social channels, including search,” says Lindsey Bachelder, Community Manager at Wayfair.com.
A study conducted by The University of Minnesota found that Food and Drink is the most dominant content category on Pinterest, according to a recent SlideShare article.
And where does wine fall in all of the pinning festivities? Silicon Valley Bank said fine wine sales had been predicted to grow between 14%-18% in 2015.
This combination of factors is not only good news for Diablo and their partnered social influencers, but the industry at large. Consider sharing these Casillero del Diablo recipe innovations with your customers to drive Halloween sales.
Kleinworth & Co: Halloween Sangria
Boulder Locavore: Devilishly Delicious Wine
Bright & Bubbly: Zombie Themed Casillero del Diablo Red Wine Spritzer!
The Seasoned Mom: Hallowine Sangria
Running to the Kitchen: Pumpkin Herb Cheese Ball