St Aime became an instant classic when they launched their European-inspired wines onto the market in 2024. With a crisp Pinot Gris and a French-style Rosé, their fresh wines embodied summer flavours.
However, to stand out in a crowded market and drive foot traffic to stores and venues, St Aime needed to establish a strong brand presence, especially during the lucrative summer season.
With this in mind, the team approached brindle with a clear goal – to build strong brand awareness, foster trust and authenticity, and drive meaningful engagement from women, aged 18-40.
And so, we got to work crafting a campaign that placed St Aime at the forefront of their audiences’ minds. We helped position the brand as the drink of the summer through a strategic mix of organic user-generated content (UGC) and paid social media tactics.
Here’s how we did it…
user-generated content (UGC)
Rather than traditional polished advertising, we leaned into UGC to meet growing consumer demand for authenticity. In 2025, UGC remains the key to driving engagement. It builds trust, and fortifies connection, making it the ideal choice for St Aime’s campaign goals.
summery imagery
We partnered with six talented UGC creators to bring the campaign to life and tasked them with the goal of crafting visually appealing reels that evoked a sense of summer. They delivered! St Aime wines featured as a part of poolside hangs, romantic sunset beach dates and park picnic scenes.
content with longevity
To maximise longevity, we strategically assigned creators to different content themes. Some focused on highlighting key promotions, such as collaborations and giveaways. Others crafted timeless, evergreen content showcasing St Aime wines in aspirational summer settings. This ensured the reels remained relevant and impactful throughout the campaign period and could be reused into the future.
targeted platforms
Given the target audiences preference for Instagram, we strategically focused the core of our budget on this platform. Reels made up most of the content and this allowed us to leverage their high reach and engagement potential while aligning seamlessly with audience content consumption habits.
paid amplification
We reinforced the organic UGC with a strategic paid amplification plan, extending the reel reach and ensuring it resonated with the right audience. This approach maximised visibility and engagement, strengthening St Aime’s presence in a competitive market.
results:
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- extended reach: 2.63 million people reached across all channels. 22,900 reach and 44,930 impressions from highly targeted consumers, geo-targeted around retail and on-premise venues.
- exceptional engagement: with 55% of viewers watching the videos for 15+ seconds (compared to the average reel watch time of 3-4 seconds).
- increased social presence: A 1,140% increase in Instagram followers, significantly expanding the brand’s social presence.
- excellent cost per results: A cost per result of just $0.04 per ThruPlay
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key takeaways
By blending authentic storytelling and stunning visuals with strategic paid media, we positioned St Aime as an aspirational, must-try brand. The campaign not only boosted brand awareness but also strengthened consumer connection. It’s no wonder St Aime stood out in the competitive beverage market.
