HONORING WOMEN & WORLD-CLASS WINE

REAL WOMEN. REAL STORIES. TRUE INSPIRATION

Campaign 1 – Alvi’s Drift Cap Classique Wine

Celebrate A Life Well Lived.
It’s knowing your heart and never compromising on who you are. Because that’s the true mark of your success.

Magnetic's campaign for Alvi's Drift Cap Classique Wines beautifully centered around the inspiring life stories of four extraordinary women, with Ofentse Pitse leading as the primary influencer.

Each of these women, icons in their own right, perfectly reflected the elegance and renown of Alvi's Drift's world-class Cap Classique wines. The strategy employed by Magnetic masterfully wove the authenticity and inspirational narratives of these women with the core values of the brand, creating a resonant and powerful message.

CELEBRATING LIVES TO UPLIFT & INSPIRE

Finding the Growth Insight

Seasonal Context: Launched in early spring, a season synonymous with renewal and celebration, the campaign resonated deeply with the themes of setting and pursuing new goals and aspirations, powerfully aligning with the campaign's theme.

Environmental Context: In a post-Covid world facing numerous challenges, there's a growing search for genuine meaning and authentic connection, reflecting the current societal mood.

Brand Ambition: Alvi's Drift is committed to enriching lives by the celebration of truly meaningful moments, anchoring its brand ethos in enhancing the quality of life and life experiences

Consumer Insight: There’s a marked shift in our target audience's aspirations, with a growing longing for lifestyles once deemed unattainable. This indicates a transformative shift in consumer desires and expectations.

TAPPING INTO A NEW ERA OF INFLUENCE

A campaign built on female empowerment – rooted in the core values of Alvi's Drift

PRIMARY CAMPAIGN INFLUENCER

Ofentse Pitse

As South Africa's first black female orchestra conductor, Ofentse Pitse serves as a powerful source of inspiration. Her exceptional talent shone brightly when she composed the soundtrack for the Bridgerton-inspired Netflix series "Queen Charlotte," her work gaining further acclaim through collaboration with celebrated musician Alicia Keys. 

Globally recognized, Pitse's achievement of being featured on the cover of Forbes Africa in 2023 marked a significant milestone in her career. Her partnerships extend beyond music, working with elite brands such as Woolworths, Ruperts and Rothschild, Coco Chanel, and Veuve Clicquot. 

Pitse's groundbreaking achievement perfectly aligned with Magnetic’s "Celebrate A Life Well Lived" campaign, and with Alvi’s Drift’s ethos, Dare To Be True. 

CELEBRATING DIVERSITY AND ACHIEVEMENT

Four Remarkable Women. One Inspiring Message.

Magnetic amplified the campaign's reach by enlisting the support of three additional pioneering South African female influencers. Their endorsements wove a richer narrative, generated momentum, and brought significant credibility to the campaign.

SECONDARY CAMPAIGN INFLUENCER 1

Mandisa Mfeka

Trailblazer Mfeka broke barriers and marked her place in history as South Africa’s first black female combat fighter pilot. She is also the author of her memoir, “Yes, I Am A Pilot!”

SECONDARY CAMPAIGN INFLUENCER 2

Cartier Lebatie

Known for her work as a South African lawyer and advocacy for female empowerment, Lebatie also founded Supreme Queen Global Earth Africa, a pageant that defies traditional norms by welcoming all women to enter, irrespective of their marital or parental status.

SECONDARY CAMPAIGN INFLUENCER 3

Keaoleboga Nkashe

As a pageant finalist in the 2023 Miss SA Top 8, Keaoleboga Nkashe is an inspiring role model who urges South African women to embrace their authentic selves. An author and activist, Nkashe champions LGBTQIA+ and children's rights.

A MULTI-PLATFORM STRATEGY TO INFORM AND INSPIRE

Campaign Implementation: Engaging Across Multiple Platforms

To effectively connect with our audience at every touchpoint, Magnetic developed a diverse roll-out strategy across multiple platforms, tailored for each campaign's unique goals and objectives.

The campaign's digital footprint was further enhanced through a combination of paid media, strategic collaborations with influencers, engaging social media content, public relations endeavors, and targeted email marketing campaigns. 

This approach ensured a wide yet precise engagement across various channels.

ALVI’S DRIFT CAP CLASSIQUE CAMPAIGN: CELEBRATE A LIFE WELL LIVED

Harnessing the power of video to boost awareness and forge connection 

Magnetic utilized video to create a deep connection between the audience and Alvi's Drift, showcasing authentic and remarkable women living lives worth celebrating. The campaign's aesthetic was a blend of luxury and warmth, mirroring the elegance of the Cap Classique range and the core values of Alvi’s Drift.

Moving beyond the conventional product-centric video, our campaign showcased a lifestyle video that was both visually stunning and rich in narrative, featuring our leading influencer, Ofentse Pitse. 

This primary video was then edited into a series of three short 10-second clips and a separate product reveal video, all of which were promoted across social media throughout the campaign's duration.

BOOSTING ENGAGEMENT, BUILDING HYPE 

An Influencer Competition Celebrating Journeys to Success

Our inspiring black South African female influencers were invited to share a significant moment, guiding principle, or philosophy from their journey to success. Each influencer captured themselves on video, talking about their life well lived, ​​their reflections on living a fulfilling life, and what this concept holds for them, personally. 

While enjoying Alvi’s Drift Cap Classique wines, they shared their stories on Instagram, creating an immediate connection between themselves, their audience, and the celebration of a life well lived.

To engage their followers further, they encouraged them to share their own interpretations of a life well lived, with the incentive of winning an exclusive Alvi’s Drift Cap Classique Gift Set.

Campaign 2 – Alvi’s Drift Sparkling Wine

Elevate Every Moment 
You’re making waves just by being you. We think that deserves a spontaneous toast.

Magnetic's campaign for Alvi's Drift Sparkling Wine champions the spirit of South African women, encouraging them to celebrate their relationships, themselves and their accomplishments at every opportunity.

In a world emerging from the shadows of the COVID-19 pandemic, there's a collective yearning for levity. For effervescent, shared experiences that bring spontaneity and joy back into focus.

As of late, sparkling wine enthusiasts are redefining celebration, no longer waiting for grand events of life milestones to pop a cork and celebrate. The simple pleasure of gathering with friends becomes a celebratory moment in itself.

TURNING ORDINARY MOMENTS INTO CELEBRATORY EXPERIENCES

Finding the Growth Insight

Seasonal Context: Launched in spring, a time of year that epitomizes rebirth and celebration, this campaign resonated deeply with the themes of setting and pursuing new goals and aspirations. It also aligned seamlessly with the campaign's core message, and the collective inclination to seize every moment to celebrate life's simple pleasures.

Environmental Context: In a world still recovering from the COVID-19 pandemic and confronting various challenges, there's an intensified quest for real significance and deeper connection. Life itself becomes an occasion, worthy of daily celebration.

Brand Ambition: Alvi’s Drift exists to enrich people’s enjoyment of what truly matters in life. The brand's philosophy is deeply rooted in improving the richness of life's experiences, enhancing people’s overall quality of life.

Consumer Insight: Research has indicated a post-pandemic shift in sparkling wine from being an occasion-based drink to a lifestyle drink, emphasizing a noticeable shift in the aspirations of our target demographic. 

EMBRACING A NEW AGE OF IMPACT

Leveraging the Power of the Nano Influencer 

To maximize exposure and awareness, Magnetic tapped into the social media reach of 16 nano influencers. Each influencer was gifted Alvi’s Drift Sparkling wine, and then asked to create short videos sharing how they elevate their everyday moments into something extraordinary with Alvi’s Drift.

To drive sales, these influencers shared a special discount code with their followers, who could use it to purchase Alvi’s Drift Sparkling Wines online, fostering a direct link between the campaign and consumer action.

Engaging a broader network of nano influencers for the Sparkling campaign turned out to be a highly effective strategy, significantly broadening our reach and uncorking conversations about the brand and its inspiring campaign narrative.

The content generated by the 16 nano influencers aligned perfectly with our campaign’s identity, delivering exceptional value to boot. These influencers, eager to evolve alongside Alvi’s Drift, resonated well with their followers, who expressed keen interest in where to purchase Alvi’s Drift’s wines.

Opting for nano influencers proved to be a cost-efficient approach with substantially higher engagement rates, making this a winning strategy –  and a valuable reference for future campaign planning.

A DYNAMIC MEDIA STRATEGY TO CAPTIVATE AND CONNECT

Campaign Rollout: Engaging Across Multiple Platforms

To ensure comprehensive engagement with our target audience at every touchpoint, Magnetic crafted a diverse multi-platform roll-out strategy for this campaign, incorporating a vibrant marketing and media mix.

The Sparkling campaign's digital footprint rolled out in lockstep with the Cap Classique campaign.

The campaign included three short lifestyle videos, one longer product reveal video, four lifestyle, retail and product/price advertisements, 10 social media posts, 16 influencer collaborations, one blog article, and one content-driven email newsletter.

SHARING EVERYDAY MOMENTS THAT UNITE & INSPIRE

Snackable Videos That Captivate and Connect

Moving beyond the conventional product-centric approach, instead of a traditional Features & Benefits video, Magnetic’s Sparkling campaign featured a collection of three short videos that effortlessly connected the daily life experiences of our target audience with Alvi’s Drift’s award-winning Sparkling wines.
 
These videos portrayed moments of female camaraderie, showing groups of friends enjoying Alvi's Drift Sparkling wine in everyday settings. This emphasized the wine's ability to elevate everyday interactions into unforgettable and cherished experiences.

For these videos, the mood and styling were lighthearted and fun. At the same time, they maintained the discerning image of Alvi’s Drift, ensuring the premium quality of the wines is communicated throughout.

REDEFINING CELEBRATION, TRANSFORMING TRADITIONS

Honoring Trailblazing Women & Elevating The Ordinary

With this pioneering, two-pronged campaign for Alvi’s Drift, Magnetic has set new standards in both concept and execution, redefining the promotional landscape within South Africa's premium sparkling wine category.

Both sub campaigns surpassed expectations, resonating deeply with South African women, while positioning Alvi’s Drift Cap Classique and Sparkling wines as their celebratory drink of choice.

INSPIRATION + AUTHENTICITY = BRAND TRANSFORMATION

Guiding Your Brand Toward Its True North

What set Magnetic’s campaign for Alvi’s Drift’s Cap Classique and Sparkling Wines apart was not only its remarkable performance and results, but its ability to cut through the clutter by connecting with the target audience on a more authentic, even profound, level. 

By inviting women to pause, reflect and honor their life journeys, celebrating each moment as a milestone, Alvi’s Drift reinforced its brand identity as one of substance, embodying its ethos of “Dare To Be True”.

At Magnetic, we take pride in leading the charge for such standout campaigns, showcasing what’s possible when strategic vision, inspiration, and creative excellence meet.

Ready for your brand to make a MAGnificent impact? Reach out to us today – you could be our next success story.