TAYLOR PORT FESTIVAL POP UP | E. & J. GALLO WINERY

Experiential Design | Fabrication | Event Production & Management | Social

The Challenge

Young, Black millennials on social media were fueling a massive growth in Taylor Port sales and brand awareness through viral social media mixology posts. The brand had 30 million more unique social media views in 2022 than in 2021, but never invested marketing dollars. The brand tasked Pop’N with identifying a space within Black culture that naturally drew their largest consumer demographic (millenial Black women) by the droves, and developing their first ever, consumer-facing marketing activation.

The Approach

Black women like to look good and feel good. Many conversations about owning our authenticity, our culture, and our crown (hair) happen over a glass of wine. Given this insight, Pop’N pitched a partnership with The Black Hair Experience (TBHE) to provide the perfect backdrop for wine and cultural conversations to fuel more brand affinity. Pop’N negotiated and secured a sponsorship at their New Orleans pop-up selfie museum during Essence Festival of Culture, a huge annual event where over 500,000 Black women travel to New Orleans  to celebrate all things #BlackGirlMagic. This partnership placed Taylor Port in the middle of the magic, just a ten minute walk from the festival’s convention center.

To create a standout visual presence, brand awareness and maximize liquid to lips, the sponsorship included a 12’ x 12’ Taylor Port installation space, an exclusive wine pouring sponsorship that included a branded bar and sponsorship at an influencer brunch with themed cocktails, as well as media promotion.

To tie together the Essence Festival and Taylor Port, Pop’N created a Taylor Port DJ Booth  selfie installation that was an ode to the 50th anniversary of hip hop with turntables and headphones for attendees to interact with. The Taylor Port DJ booth attracted celebrities like singer/songwriter LeToya Luckett. 

Guests received complimentary custom Taylor Port cocktails from the branded bar at the two-day selfie museum pop-up and the intimate influencer brunch.

The Results

Pop’N  created a valuable relationship at this megaevent for Black women and infused the brand into cultural conversations throughout the weekend with over 2,000 Black women attending the events.

On the digital front, Taylor Port received 5K video views on their collaborative post with TBHE. The brand also received visibility with over 1.9M followers, the aggregated follower count for influencers at the brunch.