context
With Bisou wine, Symbiose sought to introduce its brand universe while building an authentic connection with consumers by becoming part of life’s simple, spontaneous moments.
To support the launch of this Chardonnay in Québec, Franchir was tasked with developing an influencer campaign designed to introduce the product to carefully targeted communities. Through the creation and delivery of custom PR packages, the objective was to transform the discovery of Bisou into a memorable brand experience, with every element reflecting the brand’s spirit of conviviality, sharing, and togetherness: the Bisou Moment.
By combining five organic PR mailers with one paid creator partnership, the campaign generated authentic social media content while ensuring greater consistency and control over key brand messages through the sponsored collaboration.
objectives
The campaign’s objective was to position Bisou wine as a natural part of life’s spontaneous moments, making both the bottle and the PR package symbols of togetherness, conviviality, and shared enjoyment among friends and loved ones.
More than a simple product seeding initiative, the campaign was designed to create a true brand experience, allowing content creators to immerse themselves in the world of Bisou before sharing it authentically with their communities.
- Introduce Bisou wine, newly available in Québec, to a targeted audience.
- Position Bisou as a lifestyle brand that enhances moments shared with friends and loved ones, where every bottle becomes a symbol of connection and conviviality.
- Encourage content creators to embrace the Bisou brand universe through a creative experience that inspires authentic and engaging content.
- Motivate content creators to share their experience across social media, amplifying brand visibility and generating consumer interest in Bisou wine.
Strategy
The success of the organic PR mailers was largely driven by their interactive and artistic nature. Designed as a true brand experience, each package invited content creators to discover and immerse themselves in the world of Bisou, rather than simply receive a bottle to sample.
To create a true Bisou Moment, each bottle of wine was paired with fresh pink-toned flowers displayed in an empty Bisou bottle repurposed as a vase. A DIY wine glass charm kit also allowed creators to personalize the experience, adding a unique touch to their tasting moments.
Completed with branded stickers, a wine fact sheet, and a canvas tote bag, every element of the package was thoughtfully curated to reflect the Bisou brand identity while encouraging authentic, natural, and highly shareable content across creators’ social channels.
results
All six content creators who received a Bisou PR package shared content across their social platforms, generating authentic and organic visibility for the brand.
The campaign resulted in 10 pieces of content, generating a total of 104,380 impressions and 204 engagements. The paid partnership ensured consistency in key brand messaging, while the organic posts from the other creators reinforced the campaign’s credibility and authenticity.
By combining organic and paid influencer content, the campaign delivered a 1,053% return on the client’s initial investment. By transforming a simple bottle of wine into the symbol of a shared experience, this creative PR mailer campaign introduced Bisou in a distinctive and memorable way while naturally embedding the Bisou Moment into the everyday lives of creators and their communities.
credits
Client | Agence Sy,biose
Content creators relations, execution and creation | Franchir
Amplification | NumHéros
