As National Wine Week came swishing into action in May, we knew we had to get our food and drink client Mitchells & Butlers in on the action. We got Mitchells & Butlers’ wine connoisseur, Henry Boyes, to take us with him around London Wine Fair with an Instagram takeover, to get an insight into what makes a great wine for consumers and businesses alike.
We didn’t want to keep all of these secrets to ourselves so we decided to have an Instagram Takeover on Mitchells & Butlers’ Instagram channel @mabpeople. In order to intrigue a knowledgeable wine audience and keep our loyal followers interested, Henry took some captivating photos during his time at the festival.
From wine tasting to catching up with old friends, Henry did it all. Just some of the brands Henry visited were Pinot Pinot, Most Wanted, Freixenet, Craggy Range, Mouton Cadet, Morgenrot and Pang Pang.
Some of Henry’s highlights were the talks he attended which were hosted by Rowena Curlewis and including Rachel Archer from Off Piste Wines, as well as another hosted by Miles Beale who is the CEO of the WSTA. Both talks ranged significantly and included hot topics such as Brexit and new brands that are coming to the wine market.
The takeover was a success thanks to some great imagery and lovely intel from Henry. As a young channel with a predominantly internal audience, the Takeover allowed us to connect with new external audiences swiftly in the form of reaching over 3,615 instagrammers with over 5,000 impressions in a week; an outstanding result for a channel with 690 followers! Plus we have a new lease of life as we continue to interact with our new relevant community.
This Instagram takeover showed us that it’s always best to look at new and creative ways to keep an audience engaged and that all channels should be explored. Each channel has a different audience which also needs to be considered. We’ll definitely remember the success of this takeover moving forward. Now someone pass us the rosé…
To check out Henry’s Instagram takeover, head to https://www.instagram.com/mabpeople/