Social Media Audit and Influencer Campaign Strategy for Rocca Family Vineyards

The Goal

Napa-based Rocca Family Vineyards needed help improving their social media strategy and were interested in working with influencers, but they didn’t know where to start.

The Approach

Meaghan advised Rocca on two projects: the first, an audit of their existing social media strategy, complete with recommendations for moving forward, and the second, an entirely planned out influencer campaign to increase brand awareness for the winery in California.

Meaghan evaluated every aspect of Rocca’s social feeds, to determine what was aligned with best practices, what was working, what needed to be improved, and how to make social media easier for their team to manage. After the evaluation, Meaghan created a thorough report on her findings for Rocca, complete with evidence-based strategies for improved wine sales and brand awareness moving forward.

Upon completion of the audit, and a training Meaghan led for Rocca’s team on implementing her findings, Meaghan then moved on to planning an entire influencer campaign. This included researching and identifying the best wine influencers to work with based on Rocca’s goals for the campaign, writing an invitation and proposed collaboration to be sent to the chosen influencers, managing communication between Rocca and the interested influencers, and tracking performance of the content created by the influencers in driving new brand awareness.

The Results

After receiving training from Meaghan, Rocca’s team has vastly improved their use of social media best practices – from hashtag use, to quality of images shared, to wine sales graphics and promotions.

Furthermore, the influencer campaign that Meaghan planned and managed for Rocca led to their wines being featured on 9 different California-based influencers Instagram feeds, with followers in the thousands (and sometimes tens of thousands).

Throughout the course of the campaign, Rocca saw a marked jump in daily follower growth, website link clicks from their Instagram profile, and the number of people visiting their profile and viewing their posts, leading to increased brand awareness and visits to their tasting room – the exact goal of the campaign.

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Monday’s are better when the next Saturday is #openthatbottlenight 😱 . . For those who do not know, “open that bottle night” is a holiday to get people to just pull the trigger on opening a great bottle they’ve been holding onto. For me, that might have to be this 2014 Grigsby Vineyard Cabernet from Rocca Wines. Though I have yet to try their wines, I’ve heard only the best things from my wine friends like @winowanderlust, @vinylsandvinos, @wineadette, @winebywhitney and @the_wholewineyards. Rocca Family Vineyards is a small, family-owned winery that specializes in estate Cabernet. This one has not only the quintessential Napa rock dust, but also black fruit and milk chocolate notes...decadence at its finest and no time like the present to pop this puppy open 🐶 🍷 . . I will definitely be visiting this spot soon to taste their lineup of Napa Cabernets and a Sonoma Coast Chardonnay. If this sounds up your alley, tell them VinoForBreakfast sent you and you’ll be treated to a special pour of their premium Tesorina cab (a $168 per bottle beauty they never pour, so you know they’re hooking it up.) . . What bottles have you been holding that you’re ready to open for open that bottle night this weekend?

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2014 Rocca Vespera🍷 ..... 50% Cabernet Sauvignon, 27% Syrah, 23% Merlot. 17 months in small French oak Barrels, 60% new. Only 569 cases produced. ..... 2014 Rocca Cabernet Sauvignon🍷 ..... 100% Cabernet Sauvignon. 21 months in small French oak barrels 70% new. Perfect example of a Napa Valley Cabernet. Polished, charming & gorgeous balance. 1,115 cases produced. ..... In the late nineties Mary Rocca & husband Eric Grigsby fell in love with a beautiful vineyard in Yountville, renaming it the Grigsby Vineyard after Eric. Planted in 1989, mainly to Cabernet Sauvignon & small amounts of Merlot & Syrah. A few years later, the couple decided to acquire another 11 acres in Coombsville calling it Colinetta (“little hill” in Italian). Originally the intent was to sell off their fruit each year but after tasting the quality of wines being produced, it only made sense to make & bottle their own. They work closely with their winemaker Paul Colantuoni that believes winemaking happens in the vineyard. It takes a great site and healthy balanced vines to make great wines. The practices are a combination of sustainable & organic farming for the consumer & the long term balance with the environment. In the final end, the wines are packed with intense big flavors but beautifully balanced. Wines that are approachable now but have the structure to lay down for years to come. Well done Rocca Family! Cheers🍷 ..... For those of you local or visiting Napa, simply mention corksunleashed and the Rocca team will happily give each of you a complimentary tasting of their high-end Tesorina wine..Enjoy!🍷

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Interested in working with Meaghan on a social media project or other marketing needs? Get in touch here.