From Meme to Meaningful: How Josh Cellars Turned Viral Buzz into Engaging a New Audience
By Adrianna Bubniak
A recent viral moment for Josh Cellars is a great example of an organization updating its campaign strategy to target a new audience. Exploring how Josh Cellars effectively engaged with Gen Z and Millennials reveals valuable insights for nonprofits.
It all started when a user on X shared a photo of Josh Cellars’ Merlot, followed by an abundance of comments and memes surrounding the name of the brand. What the brand didn’t predict was how something as simple as a name would fuel their sales. While the company name was in honor of the owner’s father, Gen Z and Millennials found the brand memorable in its simplicity paired with an affordable price point and an opportunity to relish in that with others on social media.
Next, Josh Cellars’ implemented a campaign to cater to their new Gen Z and Millennial audience to continue to generate buzz across the internet. Before their time in the spotlight, the brand’s primary audience was Gen X and Boomers. Here is how you can do the same.
Customizing Communications
The new consumers participating in the “Josh” trend have been sharing pictures of them purchasing wine or with a glass of wine from the wine seller. After the original post on X, even popular brands such as Wendy’s joined in on the trend.
Before Josh Cellars’ viral moment on X, the brand had put most of its social media efforts toward paid and organic content on Instagram and Facebook to drive brand growth and volume uplift. With a rising conversation on X, the brand plans to revamp its content strategy to keep its relevance on the platform and keep the conversation with its new audience active.
After the uproar of attention, the brand jumped onto Instagram, bringing its humor to the table (and a new social strategy). After a 79% jump in Instagram followers in the last week, Josh Cellars saw increased visibility and sales from their new audience. The brand utilized this opportunity to engage with a new audience and updated its social strategy to include memes, influencers, and even a joke that involved the viral Stanley Cup. For nonprofits, this exemplifies the potential of adapting social strategies to engage with donors on a 1:1 basis, using similar tactics to create personalized, relatable content that resonates with a broader, more diverse audience.
When applying a 1:1 strategy to your direct response program, consider who the donor is, how to send the most impactful message, and how to retain and understand new donors. Whether connecting with current and prospective donors online, through direct mail, CTV, or social media advertising, it's crucial to incorporate a personalized element that sets your brand apart.
To effectively bring a 1:1 strategy to your nonprofit campaigns, consider these three steps:
Develop an in-depth understanding of your donors. This goes beyond mere demographic data; it’s about grasping their motivations, passions and what drives their commitment to your cause.
Classify your donors not just by demographics, but also by their behavior, values, and engagement levels. This will allow for more nuanced and targeted communications that resonate on a personal level.
Deliver personalized, relevant marketing content across channels that will create the most impact. Whether it’s through social media, email or direct mail, ensure that each communication feels personal and directly speaks to the interests and values of each donor segment.
Josh Cellars' swift adaptation of a viral moment sets an example for nonprofits. Their strategy to engage a new Millennial and Gen Z audience, while remaining true to their brand, exemplifies the importance of evolving with donor preferences. The approach underlines the power of personalized communication in forging impactful connections and cultivating a community supportive of your cause. As you brainstorm ways to connect with your donors, embracing such adaptable and tailored communication strategies is helpful for sparking meaningful engagement.