For a class project, our group was tasked with creating a social media campaign for Trader Joe's with little to no budget. Our goal was to provide a strong concept that speaks to the brands culture and identity. Our researched showed us that Trader Joe's has a strong social community centered around their wine collection, so we set out to create an experience that focuses on why people drink wine.
"Create a social campaign on a limited budget for the Trader Joe's brand that speaks to their identity and culture."
Using social media as a platform, we created a way for fans to connect with the brand and each other. Centered around the #WineAboutIt, Trader Joe's customers can tweet at Trader Joe's all their many frustrations that can only be solved with a glass of wine. Trader Joe's would create custom wine bottle labels using the best user generated content in select markets.
As an extension to the idea, we proposed creating a microsite where customers can create and order their own custom #WineboutIt labels and bottles that could be picked up at their local Trader Joe's.