Katie & Co are a hit for Jacob's Creek
More than 56,000 people saw our award-winning* online drama Katie & Co throughout October and November.
The Mail on Sunday’s Solutions team, in partnership with Vizeum, created Katie & Co, a media first, for wine brand Jacob’s Creek.
The ten-week, high production value drama follows the life of Katie, a restaurant critic from London on the cusp of turning 40. The episodes are humorous and genuine, emphasising messages of sociability and friendship.
Launched on the 5th October, this cross media project includes the drama shown on a bespoke microsite, supported by a high impact print campaign across The Mail on Sunday, Live and You magazine.
The print element focuses on leading lady Katie’s social and professional life. It includes a weekly You magazine diary column as well as a regular restaurant review within The Mail on Sunday2. Both are written by Katie. Live magazine hosts style-guide features fronted by the male characters of the drama as well as viewing reminders within the TV listing pages. Readers are also directed to the show by teaser ads within Associated titles the Daily Mail, Metro and Evening Standard.
The campaign was conceived as a result of extensive research into the Jacob’s Creek target market, which revealed that consumers are engaged by the brand’s message of sociability.
The brand is visible within the print campaign and on the microsite via sponsorship and product placement within the drama itself. The competition has generated over 26,000 entries – a visitors conversion rate of 47% and we saw 61% repeat visitors. Katie & Co is a great example of the Solutions team’s ability to go above and beyond the perceived constraints of a national newspaper and website.
* Best Consumer Campaign at the 2009 Drinks Business Awards
Click here to visit the archived site
Click here for some behind the scenes film footage.