Franzia and Dona Elena Wines Influencer Marketing

Fly Ace Philippines wanted to boost awareness for their wine brands Franzia and Dona Elene, with the aim of specifically targeting the target market by communicating wine as a product that they can enjoy occasionally for leisure and celebrations. The goal is to share their experiences regarding the consumption of their products, and ultimately boost awareness by delivering the message #FreeFlowingFun and #unWINEding to its potential users.



Recognizing the impact of influencer marketing in influencing purchasing decision, the move to raise awareness to the brand using influencers particularly for a product that’s not consumed daily with a higher range in price is significant to the organization and the industry in general for the strategy is a tactical move to market the wine products and infuse them in the lifestyle of the target audience to make it a daily thing, prompting them to buy the products, contributing to a bigger goal of boosting sales.



The campaign for Fly Ace Philippines' wine brands, Franzia and Dona Elena, delivered strong and measurable results, demonstrating its effectiveness in raising brand awareness, driving engagement, and contributing toward a broader and long-term objective to drive more consumption and purchases. Through a highly targeted and influencer-driven strategy, the campaign not only met but exceeded key performance benchmarks within its category.



1. Increased Brand Awareness

The campaign reached over 1.2 million views for Franzia and 188k views across platforms, signalling an uplift in visibility for both Franzia and Dona Elena wines. This aligns directly with the campaign’s primary goal of raising awareness and embedding the wine brands into the daily lifestyle content of its target audience.



2. High Audience Engagement, Efficient Spending, and Strong ROI

Franzia earned 23K engagements with an average CPE of ₱1.01. Dona Elena generated 22K engagements, with an average CPE of ₱1.21. By leaning into authenticity and lifestyle relevance, the campaigns made wine feel less like a luxury and more like an everyday companion.