How can a wine without a well-known reputation or a significant marketing budget break through in a very cluttered spirits market?

Instead of print ads in expected trade and consumer publications,The Well created a promotional microsite at www.whenitfeelsright.com.The microsite is a celebration of the empowerment, beauty, and zest for life that women feel when they bond with each other over a glass of Boutari Moschofilero. At the microsite, women can enter a “Goddess Night Out” sweepstakes, win pampering prizes, and purchase t-shirts imprinted with the message, “Goddesses Rule, Mortals Drool.”The campaign was later expanded to include interactive videos that introduce women around the country to “Mr. Wrong”, a virtual date who embodies the characteristics of someone who is most definitely not Mr. Right.

Within 3 months, case sales were up 120% and the client had collected over 30,000 unique emails of Women aged 24-35, all with virtually no marketing budget.