Boozy Beach Days with Low Tide Wine co

By: Michaela Horvath

In order to gain inspiration and possible content for my summer internship, I created an artificial intelligence campaign for Low Tide Wine co. I have worked with their larger company for a few years now, and they recently created a more casual label for younger audiences. Still the same hand-crafted wines, but with a new label for more aesthetic-driven clients! To help the business gain an idea of how to market to a new audience, I created the Boozy Beach Days campaign. A fun-influencer based social media campaign that will contact their target audiences. 

In this campaign there will be three influencers who get delivered three bottles of Low Tide wines of their choosing. These three bottles will need to be featured on their Instagram pages in either a reel, or carousel post. These posts can be of the wine on a table of food, the wine in glasses, and or them holding the bottle in some way preferably at the beach or with beach-like scenery. It can also be a food-focused video of things that pair well with each wine. This will help gain tagged photos, and break into new audiences that are regularly difficult to contact for small businesses. These images may look something like this: 

The next part of the campaign will be a bundle sale. Because the initial drop of Low Tide there are only three different wines, Grenache Rosé, Alberiño, and Chenin Blanc; with the purchase of all three, you get a voucher for a free bottle of your choice. Because these wines are yet to be tasted, the audience will get the opportunity to choose their favorite and get an additional bottle on the house. 

The mock-up images created by AI are very effective in imagining what the real-life photos would look like, however, they would not necessarily be usable for the real campaign. It is easy to see mistakes because of teeth and facial features that aren’t in the correct places, and don’t look quite right. It is very fun to test and imagine how these campaigns would look using AI. It only took a few different tweaks in verbage for the images to turn out better. At first, the concept of the women sitting at a table didn’t come across well. The second time, the women holding the glasses were more animal-like than human. But, a third time’s a charm. The third time, with hyper specific language the images came out much better.