Vita Vite, a wine bar and art gallery in downtown Raleigh, had quickly surfaced as a local hotspot since its grand opening in 2015. With her growing customer base, owner Lindsay Rice sought to leverage Facebook as another way to engage Vita Vite’s loyal fans and invite new guests to stop in for a visit.
STRATEGY
Clairemont Communications worked with Lindsay to portray Vita Vite not just as a wine bar but ultimately as a cultural lifestyle she has so carefully crafted. Creative content showcased behind-the-scenes tours of Italian vineyards and exclusive previews of hand-crafted goods Lindsay selected for Vita Vite. Posts featured interior design suggestions for styling Vita Vite’s art as well as fashion tips, underscoring the well-rounded lifestyle that accompanied the wine bar.
EXECUTION
The Vita Vite Facebook feed showcased the ways fans enjoy Vita Vite, from highlighting Vita Vite’s pooch-friendly porch, “Sip and Sweat” exercise classes and even board games amongst friends. Behind-the-scenes staff pictures and a personal video from Lindsay teaching her fans how to pronounce “Vita Vite” fostered personal connections in an online environment. We also asked for feedback (“Which Vita Vite nook is your favorite?”) and had some fun with Vita Vite-themed personality quizzes (“Red, white or rose today?”). Facebook proffered invites to sold-out events, including an Italian-themed Sunday Supper and the Midsummer’s Party to debut a special beer made in partnership with a local brewery. Vita Vite partnered with organizations like barre3 Fitness Studio and the Downtown Raleigh Alliance for social media takeovers to increase visibility along with advertised posts. Through Facebook, audiences experience a virtual lifestyle of international travel and global tastes from their own Raleigh homes.
RESULTS
As a result, Vita Vite’s Facebook followership increased by 42 percent and engagement rose by 1.5 percent; this was a particularly notable byproduct since average Facebook engagement decreased by 20 percent in 2017 across all industries. In addition, Vita Vite reported a successful year and a full schedule of sold-out events. Vita Vite also secured awards like “Best Place to Get a Glass of Wine” and “Best Girls’ Night Out Spot,” and owner Lindsay earned the Top 40 Under 40 and Women in Business awards from the Triangle Business Journal.
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