Wine brand communication built on the Perfect Pair, connecting online with offline
Running Facebook and Instagram for a brand stocked in over 5,700 outlets across Poland — averaging 417k reach and 827k views a month on Facebook.
Our client
Faktoria Win is a wine brand that opened its first store in 2013 and today is stocked in over 5,700 outlets across Poland. Its products sit on dedicated store-in-store shelves organized by occasion — As a Gift, With Friends, and To Relax — which makes it easier for shoppers to match a wine to a specific situation.
The portfolio also includes exclusive wines, and the carefully designed, high-quality concept behind the shelving and the labeling of individual wines is there to make choosing easier. Faktoria Win is built on a broad portfolio across price points and on the belief that good wine doesn't have to be expensive — there's something for everyone, for any occasion or no occasion at all.
The challenge
Our brief was to build awareness and recognition for Faktoria Win among its target audience and to run the brand's communication on Facebook and Instagram so that its presence on social media would translate into real results in brick-and-mortar stores.
- Growing sales of Faktoria Win products in brick-and-mortar stores.
- Building an engaged community that's happy to talk with the brand.
- Creating positive associations with the brand and building its positive image, so shoppers reach for Faktoria Win products more readily in store — connecting online with offline.
Results
Our approach
The Perfect Pair concept and the advisor duo
We built much of the brand's communication on a pair of advisors and on the idea of a pair itself. Ania and Tomek walked audiences through wine in an approachable way and took it off its pedestal, showing well-matched pairs for whom wine is a natural part of the picture. We introduced the duo for the brand's 10th anniversary — as a way to celebrate the anniversary of a relationship, an acquaintance, or a friendship.
We owned the concept end to end: from developing the idea, through casting the two models who played the leads, to organizing and running the video and photo shoots. Dry Ania (the expert on sweet wines) and Sweet Tomasz (the expert on dry wines) became familiar faces: friends who know their wine and can give straightforward advice.
A wine for every occasion
We extended the pair motif into simple, clear flavor pairings: pasta dishes and Olaria Alentejo, a get-together with friends and Prosecco, cake and Old Tibilisi, steak and Kumala Reserve. Every match is a ready-made cue — a "Perfect Pair" — that helps the audience choose a wine for a specific situation.
That language showed wine as part of everyday, pleasant moments rather than a special-occasion ritual — and tied lifestyle naturally to the brand's product range.
A consistent visual system for the brand
In the communication we leaned on the brand's signature colors and the elements associated with it — among them a corkscrew in the background, echoing the logo. We developed a set of templates that set Faktoria Win apart from the competition: a Perfect Pair layout for the series with the advisor duo, collage graphics for lifestyle posts, and a photo-album motif used for a range of events.
The templates gave the profile a clear, recognizable structure — each series is instantly visible in the feed, and together they add up to a consistent, high-quality brand narrative.
Graphic creatives and video
For Faktoria Win we produced both videos featuring the experts and product videos, and the communication also carried animations and trend-driven clips. We wanted a range of formats, because that's how we reach a wider audience.
We also created campaign graphics — from shopping cues like "Which wine for the weekend?" with a ready-made pick of bottles, to contests that pulled the community in, such as the campaign around Kumala wines with iPhones as prizes.
