“How does wine fit into your lifestyle?”
Imagine a creator brief with that one line as its full and complete direction. Well, almost.
For a lot of us out there, relinquishing control is a challenge and a half. You have a vision in mind concerning your dream content, and you’ll do whatever it takes to bring it to life.
But sometimes, the best approach is trust. Trust that the creators you’ve entrusted your campaign with have built a name for themselves because of their talent, skill, creative direction, and personality beloved by viewers. Trust that, in short, they know what they’re doing.
Zilzie Wines, an Aussie family-owned winery with rich heritage and commitment to sustainability, wanted to make a splash with their range… And they knew exactly who to turn to.
Real people living real lives.
To connect with audiences in a way that felt genuine and true to Zilzie Wines’ brand story, we had UGC creators pick a vibe (e.g. savouring a glass during a hobby session, unwinding after a long day, or celebrating a special moment) — and simply run with it.
No scripts, no forced smiles. Just genuine moments where wine and life come together.
Also, when you’re advertising a product that doesn’t necessarily fall under the category of basic necessity, the usual PAS framework (i.e. Problem, Agitation, Solution) becomes a tad harder to rely on because you aren’t exactly solving a glaring pain point.
Instead, you’re faced with a whole ‘nother challenge of romanticising small, everyday luxuries – designed to elevate the ordinary and indulge your senses; not a need but a want.
How do you make the people want?
tl;dr – Life at its fullest, its finest, and lived at its best.
In the case of Zilzie Wines, integrating (and showcasing) alcohol amidst the daily routine of a corporate 9 to 5 girlie wouldn’t make for the most appropriate nor inspired content.
What would make sense, however, is enlisting the help of artists.
Art and wine truly is a pairing as perfect as a crisp Chardonnay on a summer afternoon. Whether it’s the rich tones of a full-bodied red or intricate brushstrokes of paint on canvas, both invite you to slow down, appreciate details, and enjoy life’s pleasures with all five senses.
So, sourcing UGC creators for our Zilzie Wines campaign took a more non-traditional route.
By bringing professional artists and makers into this collaboration, we levelled up our content pieces in ways we otherwise wouldn't have. For instance:
We’ve used a lot of words to describe the value of a campaign whose standout quality is that its videos were visually stunning. So, let’s just get watching, shall we?
Every video ended with the powerful tagline: “This is my story, what's yours?”
Through the lens of a hobby, a daily ritual, or a special occasion, Zilzie Wines positioned itself as part of these creators' personal narratives, making our final UGCs all the more impactful whilst further incentivising both audience participation and audience reflection.
And it all started from one simple yet compelling brief.
One that not only allowed creators’ creative expression but encouraged it, eventually generating a suite of content that felt authentic because it WAS authentic.
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