Wines of South Africa (WOSA) has been a valued client of Hatch for over eight years. During this time, Hatch has worked closely with WOSA to create social media content plans and strategies that have helped the brand successfully drive engagement and boost brand awareness internationally. In particular, Hatch was tasked with creating awareness for CapeWine 2022, the flagship event for South African wines and the largest wine event in the Southern Hemisphere.

To achieve this, Hatch developed a strategy that focused on five key objectives:

1. Create awareness amongst local producers to participate in CapeWine 2022.
2. Use the strong identity of Sustainability 360 to communicate the event to an international target audience.
3. Promote delegate registrations.
4. Communicate the three pillars/themes: PEOPLE / PLANET /PROSPERITY.
5. Communicate the uniqueness of the event, producers, and activities that will be taking place during the period leading up to the event and the event itself.

To bring these objectives to life, Hatch produced 314 unique content pieces and 51 videos that showcased the vibrancy and diversity of the South African wine industry. Through engaging social media content, Hatch successfully communicated the three pillars/themes of PEOPLE, PLANET, and PROSPERITY, highlighting the industry’s commitment to sustainability and ethical business practices.

The campaign was a resounding success, with record numbers of exhibitions at CapeWine 2022 and a cash injection of R6m for the Western Cape. The event provided a platform for local producers to showcase their wines to an international audience, driving exports and contributing meaningfully to the economy of the country.

Looking forward, WOSA and Hatch are excited to continue working together to promote South African wines and the unique culture and experiences that make them so special.