YVE Yarra Valley is a sparkling wine brand from Victoria’s Yarra Valley that partnered with Terrier Agency to build awareness around the launch of its new sparkling wine. With no established social community, the brand needed a fast, credible way to reach wine connoisseurs and convert attention into followers.
We identified creators whose audiences matched the target demographic, provided them with the product to experience firsthand, and enabled select influencers to host giveaways for their followers. The campaign generated 79 pieces of content, reaching a potential audience of over 1.5 million and driving more than 200 new Instagram followers within a single month.
Beyond raw reach, the activity fostered an enthusiastic community of wine enthusiasts around the brand, social proof that a new entrant in the premium wine category could not have bought through advertising alone.
Starting a Wine Brand’s Social Presence From Zero
A new sparkling wine with no existing following cannot rely on retargeting or an owned audience. The first job is finding people who already care about wine and giving them a reason to talk about this one. Creators were matched against wine-focused audiences rather than lifestyle content generally, sent product to try firsthand, and a select group ran their own giveaways so their followers had a direct reason to engage rather than simply see a post.
Reading Reach and Follower Growth Together
Over 1.5 million in reach from 79 pieces of content is an audience-exposure figure, not a sales number for a wine brand still building distribution. The more telling figure sits alongside it: more than 200 new Instagram followers gained within a single month, which shows some share of that reach converted into people choosing to keep hearing from the brand rather than scrolling past a single post.
