This year’s Earth Hour, where individuals and companies are encouraged to switch off lights for one hour, fell on 30 March 2019. While Earth Hour is a worldwide conservation event launched by WWF to raise awareness of climate change, it has become a marketing opportunity in recent years. Among the companies that took advantage of this thoughtful event this year was Gallo Family Vineyards.
Award-winning Gallo Family Vineyards is one of the ranges offered by the family-owned Gallo brand and is one of the top 10 best-selling wine brands in the USA.
To celebrate and in a show of support for Earth Hour 2019, Gallo Family Vineyards, in partnership with NDN Group, launched a campaign themed around “Happy Together.”
The objectives were to attract more WeChat followers, maintain fans’ loyalty and highlight Gallo’s core value – having good times with families.
A video was made for the campaign. It begins with a zooming-in on the planet Earth — from outer space down to one particular household where two friends are spending time together. Gallo Family Vineyards wines can be seen on the table and also in photos on the wall. The left bottom corner shows a clock, emphasizing the passing of time. As the time rolls over from 08:29 to 08:30, which is when Earth Hour begins, candles are lit as the two friends clink glasses and continue having a good time, and lights in the city begin to go off. The clip ends with the company logo and the slogan “Happy Together on Earth. Connect to Earth,” echoing with the theme of Earth Hour this year and Gallo’s core value.
The campaign was a success, with the video garnering 3,000 views since its launch on WeChat and numerous positive comments.
Since 2017, NDN Group has been managing the WeChat accounts of Gallo Family Vineyards and Carlo Rossi for Gallo, and has boosted their number of followers by 8 and 17 times respectively.
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