Arterra Wines
Nicolas Laloux:Gentleman Bohème'sScavenger Hunt.
Nicolas Laloux is one of Quebec’s best-selling wine brands, with its traditional and flavored options available in most of the province’s grocery stores.
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Connecting withQuebec Gen-Zers.
The brand wanted to increase relevance and engagement among younger generations with the goal of turning them into enduring fans of not only Nicolas Laloux’s products, but the brand itself.
HAUS OF PARK came in to make this happen, even as this project was taken up during the COVID-19 pandemic, which created both a challenge and an opportunity.
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Nicolas Laloux's'Close Friends.'
To connect with its target audience in a meaningful way, HAUS OF PARK brought Nicolas Laloux to life—literally. We gave the bike-riding Gentleman Bohème from the brand’s logo his own Instagram account, @niclaloux, and quickly grew his friend circle through lifestyle photos, gameified posts, and influencer collaborations.
The most engaged followers were added to Nic’s “Close Friends” group on Instagram and received exclusive access to clues for limited-edition merch drops happening in Montreal parks throughout the summer.
This all culminated in a gameified scavenger hunt mixing online and IRL puzzles and a contest where participants of the hunt could win Nicolas Laloux’s iconic blue bicycle.
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Nic’s Instagram targeted a Quebec, French-only audience, and yet, it gained close to 3,000 followers in less than three weeks. The content reached 8.8M users, and the level of fandom was high—three people even got tattoos of Nic Laloux! Our hard work amounted to a 7.5% engagement rate, versus the wine industry standard of 1.2%.
It’s clear Nic Laloux promptly connected with Quebec’s younger generation and continues to gain popularity and relevance to this day. Not bad for a brand that wasn’t even on their radar a few weeks prior.
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