Franzia and Dona Elena Wines
Influencer Campaign
Influencer Campaign
Fly Ace Philippines wanted to boost awareness for their wine brands Franzia and Doa Elene with the aim to specifically target the target market by communicating wine as product that they can enjoy occasionally for leisure and celebrations. The goal is to share their experiences regarding the consumption of its products, and ultimately boosting awareness by delivering the message #FreeFlowingFun and #unWINEding to its potential users.
Recognizing the impact of influencer marketing in influencing purchasing decision, the move to raise awareness to the brand using influencers particularly for a product that’s not consumed daily with a higher range in price is significant to the organization and the industry in general for the strategy is a tactical move to market the wine products and infuse them in the lifestyle of the target audience to make it a daily thing, prompting them to buy the products, contributing to a bigger goal of boosting sales.
Experience is the best teacher, this is the agency’s narrative to and strategic approach of transforming wine consumption from a niche, occasional indulgence into a more regular part of the target audience’s lifestyle. The campaigns for Franzia’s “Free Flowing Fun” and Dona Elena’s “Unwinding Moments” were designed to address boost brand awareness to premium wine products like Franzia and Dona Elena, which are typically reserved for special occasions.
Key Objectives:
Boost brand awareness for Franzia and Dona Elena among a broader segment.
Position wine as a leisure and celebration staple — not just a luxury.
Drive consumer engagement through shared product experiences.
Influence purchase decisions and ultimately increase sales.
Target Audience:
The campaign focused on aspirational and lifestyle-targeted execution to reach and related to middle-aged individuals, likely millennials and young professionals, who are either busy on their daily lives and considers a sip of wine a form of relaxation or wine as a fun companion for hanging out with friends.
The campaign focused on aspirational and lifestyle-targeted execution to reach and related to middle-aged individuals, likely millennials and young professionals, who are either busy on their daily lives and considers a sip of wine a form of relaxation or wine as a fun companion for hanging out with friends.
Strategic Development:
By identifying a shift in regional and generational behaviors — where experience and self-expression are key drivers of purchasing decisions — the agency leaned into influencer marketing on Instagram as a relatable and trusted medium. This aligned with broader consumer trends in the Philippines, where digital communities and social validation play a vital role in shaping buying behavior.
#FreeFlowingFun and #unWINEding became central creative hooks and camapigsn, tapping into moments of relaxation and celebration. Strategic selection of influencers with authentic lifestyles that mirror the target market and their day to day routine were key. Their storytelling served both aspirational and relatable content that normalized wine as part of everyday enjoyment.
To measure the effectiveness of the campaigns, the agency used data-driven influencer selection to match the products to its objectives, used performance tracking, and audience insights to ensure ROI and refine messaging in real-time.
Maximizing the already big impact of influencers, the campaign was anchored on the use of lifestyle and active influencers whose content revolved around real-life moments of “unWINEding” and moments of fun and celebration. These influencers were strategically selected based on engagement metrics, audience relevance, and content authenticity to ensure resonance with the intended demographic.
Instagram served as the primary platform — chosen for its visual nature and lifestyle-centric algorithms, with static images and reels to maximized the exposure and use the platform organically.
Given that wine is a non-daily and often premium product, the campaign overcame a lot of barriers, particularly in encouraging purchase. One of which is to frame consumption as a reward for daily wins or small celebrations, making the product feel accessible. Another is addressing price sensitivity by highlighting value (e.g., number of servings per bottle, quality). And quickly adapting messaging during high-interest cultural moments (e.g., long weekends, bonus season).
Awareness metrics showed a significant increase in reach and inquiries on influencer’s post with engagement rates from surpassing industry benchmarks, indicating strong resonance. The campaign’s low cost-per-engagement (CPE) and high conversion of awareness to sales validated its ROI, proving that influencer-centric strategies could be both brand-building and sales-generating for premium categories.
The campaign for Fly Ace Philippines' wine brands, Franzia and Dona Elena, delivered strong and measurable results, demonstrating its effectiveness in raising brand awareness, driving engagement, and contributing toward a broader and long-term objective to drive more consumption and purchase. Through a highly targeted and influencer-driven strategy, the campaign not only met but exceeded key performance benchmarks within its category.
Key Measurable Outcomes:
1. Increased Brand Awareness
Total Views: 1,180,962
The campaign reached over 1.18 million views across platforms, signalling an uplift in visibility for both Franzia and Dona Elena wines. This aligns directly with the campaign’s primary goal of raising awareness and embedding the wine brands into the daily lifestyle content of its target audience.
2. High Audience Engagement
Total Engagement (Likes + Comments): 23,021
Shares: 491
Saves: 621
The engagement figures reflect not only interest but also active interaction and content appreciation. The number of shares and saves particularly underscores how audiences found the content valuable, relatable, or aspirational enough to keep and pass along, which is key in building long-term brand recall.
3. Efficient Spending and Strong ROI
Overall Average Cost Per Engagement (CPE): ₱1.01
A CPE of ₱1.01 is considered highly cost-efficient, where digital advertising often incurs higher costs due to regulatory and targeting constraints. This metric confirms that the campaign achieved high impact at low cost, maximizing budget efficiency.
