One brand story for the wine and the ocean it protects

The Hidden Sea had historically told its wine story and its ocean story separately, had a significant ambassador program with no system to harness it, and global events and activations needing visibility. A content audit, audience study and competitor analysis let us realign the content pillars with the mission before a single post went out.

We merged two stories into one ethos: protect the oceans, support the clean-ups, sell delicious wine. Value-led, evidence-first content showed the mission being worked towards, saving the sales promo for in-store and paid channels. Emotionally led assets did the reaching: a 60-second reel of the owner swimming a funded collection site in Jakarta proved the formula, handheld UGC-feel footage with two-to-three-word captions per frame, and those learnings became the house style.

For the 1,000-plus unpaid ambassadors, we built the operating system the program lacked: a streamlined work order for global content, a monthly WIP with the PR agency and sales managers, and Meta’s collaboration tool putting key posts in both feeds, with sponsored clean-up events becoming the highest-performing content for every account involved.

On 90-day rolling numbers, Meta reach rose 171%, engagement rate 146% and follower growth averaged 169%, a record month-on-month high for the brand and an engaged global audience that sees the mission, not just the merlot.