August 2, 2012 1:11 am PRWeek…
Client
Wines by Wives
PR agency
LAB Media Group
Campaign
Wines by Wives
Duration
February 15-May 15
Budget
$150,000
Online entrepreneur Christopher Gravagna tapped LAB Media Group to launch his venture, Wines by Wives Charity Wine Club.
Strategy
LAB launched the company and sustained buzz by promoting its celebrity involvement and charity endorsements. Through Wine by Wives, LAB was able “to give fans a product that is curated by these celebs, allowing them to connect with their fans,” says LAB founder Lynn Brodsky.
Tactics
LAB provided media coaching to Real Housewives of Orange County’s Vicki Gunvalson and Tamra Barney throughout the campaign. The agency did outreach and managed charity relations with the brand. The agency worked with the wives pre-launch to strategically tweet during weekly airings of the show and created and managed contests for an evening with the wives.
LAB worked with LA agency Jane Owen PR to organ- ize the March 8 launch party, managing press and celebrity attendance including Ashley Hebert from The Bachelorette and Dana Wilkey from Real Housewives of Beverly Hills.
The agency worked with celebrity and entertainment magazines to ensure on-target placement, including hosting three New York press dinners.
Results
Within a month, Wine By Wives had more than 8,000 participants and 13,000 Facebook “likes.”
Exposure in top outlets including Us Weekly and OK! totaled 209,246,000 media impressions. As of June, $12,000 has been donated to each wife’s charity of choice.
Future
“Wines By Wives has the ability to reach all types of members with the future wives that will be featured on the website,” adds Brodsky.
Vindagra…sounds like Viagra…are these ‘special’ wines?
That was my first thought too! What a strange name.
That word…Vindagra…is totally distracting. Is it supposed to promote thoughts of 4 hour erections or what??
aaaaah thanks Mrs HW. the way Tamera goes on about it she would have liked us to think it was just about she and Icky as the sole wives involved in this endeavor
Amazing. There are more than 8,000 idiots willing to overpay for mail order wine just because two HWs attached their name to it.
I would rather buy Trader Joe`s two-buck-chuck (wine…)
I would rather buy wine in a box than wine by wives and then I would use the empty box as a purse before I would buy one of Wretched’s ugly handbags.
This is the best idea I’ve heard in a long time!
I love your idea….:-)
again folks, TRHW FRANCHISE is all about selling products….that is why it exists. They do not pay the hw much, but allow them to promote their products on the show to generate money…..these are not interesting people…just people who are willing to take a shit on tv while viewers peep.
Linda: Thanks for the reminder… everyone is aware of the true purpose of these shows! TFC!!! SH
Yep, each show has become one long nfomercial.
I don’t think the HW shows exist solely to promote the women’s products. Bravo doesn’t get a piece of the action like HSN, so they still have to make money the old fashioned way by selling advertising spots. However, they certainly encourage the HWs to pimp their garbage on the shows in order to have additional story lines (something that is clearly lacking on RHOC). It adds to the illusion that the woman are real go-getters and smart businesswomen. It also helps keep the show in the public’s eye when articles are written about things like “Skinnygirl” in the mainstream media.
I think if the only celeb endorments I could come up with is a bachlorette and Pam/Dana I would just curl up in a ball and cry.
Do customers realize the % donated to the charities are taken from the CUSTOMER’S end – NOT FROM THE PROFITS!! That sucks IMO! GREEDY BITCHES!