MERF Ongoing Social
MERF Wines
Skills: art direction, studio and on-location shoot production, social media content strategy, copywriting, digital photography, post-production
Situation:
One of the many wines under the Ste Michelle Wine Estates brand porfolio, MERF Wines is named after David “Merf” Merfeld, an Iowa-born winemaker. MERF Wines stands for authenticity, hard work, and getting your hands dirty. Our team was tasked with producing ongoing social content to promote the Chardonnay, Cabernet Sauvignon, and Merf himself on Facebook and Instagram.
Action:
Our first step after obtaining ownership over MERF’s social presence was to dive head first into refining the brand and working to implement Merf (the man) as much as possible, as our user data suggested that this content elicited high engagement. Shoots were largely on-location and guerilla style, on the road with Merf as he was on tour promoting the wines. In many instances, it was me, a camera, and a purpose: to promote Merf and his craft. Both follower count and overall engagement experienced demonstrative growth YoY.
