Sharyn Smith
Influencer marketing business Social Soup has expanded its Treasury Wine Estates (TWE) account to include Pepperjack and Squealing Pig on top of the existing 19 Crimes brand.
The partnership builds on last year's 19 Crimes program, which exceeded reach targets by 200% and grew the brand's social following by nearly 50%.
The account consists of three strategic elements, combining mid-tier and micro creators with consumer-led in-store trial, sharing and reviews.
Sharyn Smith, founder and chief executive officer of Social Soup, said the expansion reflects the power of influence when done at scale.
"What we're seeing is influence that wears in, not out, delivering results that compound over time,” she said.
Ari Wytwornik, TWE digital and social media manager, said the campaigns are sparking new conversions.
"We've seen firsthand how Social Soup's approach brings our brands to life in ways that are both authentic and measurable," he said.
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