“This is a testament of our dedicated efforts to communicate with consumers in China,” said Claudio Cilveti, Managing Director of Wines of Chile. “WoC established its official Weibo account in August, 2012 and within one and a half years’ communication, more than100,000 followers were engaged, which is an achievement of WoC’s commitment to deliver information and knowledge that resonate with consumers in China.”
WoC official Weibo in China consists of three main parts: daily tweets, daily interactions and monthly programs and seasonal campaigns.
Daily Weibo contents include #Tasting Chilean wine and knowing Chile, # introducing Chile’s varieties, #Wine knowledge you need to know, # talking about wine related knowledge, #Fashion and healthy lifestyle with wines, # sharing decoration, fashion, film and design about wine, #Travel in Chilean wineries, # introducing Chile’s wine regions, #Food paring with Chilean wines, # recommending food and wine pairings, #Interesting stories about wines, and # about wine related anecdotes.
Apart from the daily contents, WoC also re-tweets posts about Chilean wines from other Weibo accounts, such as ProChile, social KOLs, sommeliers, and consumers, which allow the public to know Chilean wines from different perspectives.
Weibo programs are frequently launched to interact with followers. WoC has just finished its CNY campaign which got more than 12,000 participants and generated hot buzzes on the platform. Other programs like Amazing Chile, KOLs FAM Tour, Chinese Valentine’s campaign and Mid-autumn campaign also result with thousands of participants and make a huge impression on Chinese consumers.
There is also a monthly program to interact with netizens and to promote WoC’s events in China, and generate related content for the public. Like the Dragon Boat Festival Campaign, Double 11 campaign, Christmas and New Year’s Day campaign etc during festivals and holidays so as to spread the word on “Chilean wine”. During WoC’s events in China, like Guangzhou Interwine Fair, Beijing Open Kitchen, and Finest Wines of Chile in Shanghai, WoC initiated tweets and topics on Weibo to inform netizen and arouse their interest in the events.
Thanks to these interactions and programs, WoC’s followers are rising fast, with an especially amazing growth in 2013.
100,000 followers on one of China’s most important social medias is notable because it means many Chinese consumers already know Chilean wines and want to follow them. This is a clear indication of WoC’s success in China, a wine emerging market that has enormous potential.
Weibo, the Chinese version of Twitter, launched by SINA Corporation on 14 August 2009, is one of the most influential sites in China and has more than 500 million registered users.
China is a market of growing importance for Chile. Chilean wine is the third biggest wine imports, and bottled wine sales were over $91m dollars in 2013.