How Ste Michelle Wine Estates Scaled Social Proof Creation & Drove Cost Savings C A S E S T U D Y The Challenge The alcohol category was already an extremely crowded space. During the pandemic, alcohol sales have skyrocketed, as have alcohol delivery services. According to Forbes, the online alcohol marketplace grew its gross merchandise value by 3.5x during the pandemic in 2020 alone (Furnani 2020). Ste Michelle Wine Estates was faced with the challenge of cutting through the noise. In doing so, they were looking to creatively activate influencers so that they could stand out from their competition and build awareness for its portfolio of brands as well as their new subscription service. The company also wanted to scale its brands’ fragmented influencer marketing programs to

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