Case studyProsecco DOC ConsorzioProsecco DOC Differentiation
Building recognition for the DOC label
How a three-part educational video series and full-funnel program turned 1M+ touches into organic advocacy for the Prosecco DOC seal.
- Combined reach and impressions
- 1M+
- Video engagement rate
- 3 to 4%
- Channels activated
- 4
The challenge
Prosecco DOC is everywhere yet widely misunderstood. Many consumers treat Prosecco as a generic category, unable to distinguish the certified DOC designation from lower-quality imitations or the premium DOCG tier above it. The Consorzio came to Wine Folly with a clear mission. Educate consumers on what the DOC seal means, why it signals quality, and why it represents authentic Italian craftsmanship at an approachable price.
Campaign objectives
The campaign was designed around three core objectives.
DOC designation awareness
Educate consumers on what the Prosecco DOC seal means, why it matters, and how to identify it on the bottle.
Quality-value positioning
Establish Prosecco DOC as the intersection of Italian quality standards and everyday accessibility. Not cheap, not exclusive.
Cultural relevance
Connect the designation to the Italian aperitivo lifestyle through educational content that is aspirational and approachable, not transactional.
The solution
A three-part educational video series with full-funnel support. Wine Folly built a coordinated program anchored by a narrative video arc and reinforced by email, newsletter, and display. The videos educated, the emails activated, and the banners kept Prosecco DOC top of mind.
Instagram · Facebook · LinkedIn · TikTok · YouTube · X · WineFolly.com
Three-part educational video series
A narrative three-video arc covering the DOC designation, Prosecco styles, and aperitivo culture. Published across seven platforms over four days to build a complete consumer-facing education.
Wine Folly subscriber base
Three dedicated email blasts
Each video in the series was paired with a dedicated email blast that drove subscribers directly to the latest Prosecco DOC content on WineFolly.com and YouTube.
Wine Folly weekly editorial
Newsletter sponsorship
Brand placement within Wine Folly's trusted weekly editorial reinforced the Prosecco DOC message for readers already engaged with wine education content.
Desktop and mobile
Run-of-site display banners
Site-wide 'Live the Italian Aperitivo Lifestyle' creative sustained brand visibility throughout the full campaign window.
The results
The three-part video series drove above-average engagement on every platform, with rates of 3 to 4% outperforming the 1 to 2% industry norm for educational wine content. The email program delivered over 285,000 opens and 5,000 clicks directly to Prosecco DOC video content.
Three-part video series
194,899
Total reach
123,165
Total views
4,200 engagements. Audience response reflected genuine learning, with comments like 'Thank you for calling it Martinotti instead of Charmat' and 'No seal? No deal!' showing organic advocacy for the DOC standard.
Dedicated email blasts
216,080
Total opens
4,806
Total clicks
Each blast was tied directly to a video release, creating a consistent multi-touch cadence that drove high-intent traffic. Email Blast 2 (The Aperitivo Formula) was the top performer with 2,029 clicks.
Newsletter sponsorship
69,730
Total opens
245
Total clicks
Brand placement within Wine Folly's trusted weekly editorial reinforced the message for readers already engaged with wine education content.
Run-of-site banners
550,000
Total impressions
409
Total clicks
Live the Italian Aperitivo Lifestyle creative ran across desktop and mobile, sustaining ambient brand presence throughout the full campaign window.
Why it worked
Three things made it land.
Education builds brand legitimacy
Comments like 'No seal? No deal!' show the educational approach did not just inform, it created advocates. That is the difference between advertising and teaching through a trusted voice.
A series creates narrative momentum
Three videos let Prosecco DOC tell a complete story. What it is, how it is made, and how to enjoy it. The series format gave the brand depth and gave the audience a reason to come back.
Matched channels, compounding reach
Each channel ensured consumers encountered the DOC message multiple times, in multiple formats, across multiple weeks. The compounding effect did the heavy lifting.
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