Shine Club Wine

Publisher Mindset

We worked as a partner agency for the launch of Shine Club Wine, a new wine brand housed under the Anheuser Busch InBev umbrella company. The brief was to enter the market with a ‘publisher mindset’ approach, meaning content marketing at the forefront. Our task was to create a content hub that builds a community of Shine Club Wine enthusiasts. These consumers are ‘Sassy Survivalists’ looking for escapism, and a Cinderella moment through shared wine moments and inspirational, engaging digital content.

As part of our strategy, we created a blog platform with a themed, quarterly publishing approach anchored by a celebrity cover star. We also helped build the @shineclubsa Instagram platform with creative multimedia including videos, gifs, cinemagraphs and styled still images. The content spanned the breadth of identified passion points such as career, fashion, beauty and entertainment. We recruited a team of creators and influencer contributors to amplify reach and engagement for the brand.

“I have established a great working partnership with the MOOD team. They are a highly creative and dynamic agency. Mood have created world class content for Shine Club, always with the brand at the centre while never comprising the editorial quality – not an easy balance, but something they manage to do so well. Above the exceptional work produced by this team – they are professional, invested and always willing to go above and beyond what is asked of them.”

— Kirsten Dugmore, Group Account Lead: Adjacencies at DraftLine JHB (Anheuser-Busch InBev)