Process

Before we became involved, Minerva was unknown to the public. It was a series of exciting ideas ready to be discussed.

Our initial steps were to carry out a full brand audit and create what we call a Brand Voice Guide. This is a foundational document that's referred back to over and over again as the brand is built. It tells everyone involved what the brand will look like, who the target audience is, the overall style, tone, and messaging.

From here we created a detailed Social Media Guide that broke down how Instagram, Facebook, and other social channels would look over the coming 12 months.

Our strategy to grow the brand involved a combination of beautiful imagery and videos, great messaging, social media advertising, and giveaways.

In just the first 12 months, we were able to:

• Take their Instagram account from a few hundred followers, to over 5000.
• Build their email subscriber base from 200 to over 10,000.
• Create landing pages, newsletters, and all the assets they needed to launch.
• Create a Facebook Ad campaign that consistently saw a 5:1 return on investment.

This was a teaser trailer we created on the build-up to the launch, before the product was ready:

This next film was used at the pre-launch to attract founding members. Our challenge was to communicate the value, prior to any product being available, and with no access to the wine-making process (due to Covid). We decided to hone-in on the founder, his mission, and the importance of it being a family owned business.