CASE STUDY

Apothic Wines

OBJECTIVE

Deepen consumer engagement and drive awareness of the full product line.

Apothic Wines are among the most distinctively branded and popular wines among millennial consumers. E. & J. Gallo wanted to create an at-home experience that could deepen consumer engagement with the brand and educate current customers more about other Apothic varietals. The solution? Use Google Assistant and Alexa to provide a guided wine tasting led by the Alchemist.

SOLUTION

Deploy an On-brand Persona on both Google Assistant and Alexa

GUIDED EXPERIENCE / Create an immersive participatory experience that offers consumers a new way to interact with and learn about the brand.

BE DISTINCTIVE / Launch with on-brand language using voice assistant read text-to-speech and soundscapes. Then transition to a voice actor that reinforces the brand’s distinctive voice and tone.

BE MULTI-DIMENSIONAL / Apothic Wines was multimodal from the start with Google Assistant on smartphones and smart speakers. It was voice-first, but not voice-only. Alexa was then added to extend consumer reach.

LESSONS LEARNED

CREATING CONSUMER ENGAGEMENT

1/ ON-BRAND SCRIPT

Word choice matters. Phrasing matters. Even with text-to-speech read by a voice assistant, you can still craft an on-brand persona. That comes to life even more with a voice actor, but it all starts with the script.

2/ PARTICIPATORY

Don’t force users into a series of yes and no responses. Let them participate by expressing themselves in their own words. Let them talk and be conversational, even in a guided experience. Open ended interaction can improve user experience.

3/ OFFER DEPTH

When users express interest, offer an opportunity to learn more about your brand, but give them another reason to be there. An interactive experience with your product can prime consumers to want more information about your product.

GET THEM TALKING

To learn more about custom voice apps to engage consumers, click the button to speak with a voice expert.