Santa Margherita Wines
MEDIA CAMPAIGN: EXTRAORDINARY DAYS
We partnered with Santa Margherita and Alison Brod Marketing and Communications (ABMC) to explore the different ways that Americans treat themselves.
Extraordinary days
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Our approach
We polled 2,000 American wine drinkers aged 21+ who spend at least $20 on a bottle of wine, and asked them questions around the theme of living a “joyful” life.
The Talker Research survey set out to discover how people define “joyful” living, how often they treat themselves and which occasions they believe call for indulgences.
As a wine producer, Santa Margherita also asked respondents about their preferred country of origin for wine, as well as their favorite types of “luxury” wines.
On completion of the research, we crafted and distributed a data-led news story. We also designed an infographic and heat map to illustrate the key findings and highlight regional differences in the results (see the visual assets below).
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The story
On the subject of happiness and “joyful” living, our study revealed that the average person has 10 extraordinary days per month — 120 every year. By digging into the data, we found that for those who live in Hawaii, Idaho or South Dakota, it increased to 13 days per month.
Three in four respondents believe living a joyful lifestyle is subjective and unique to everyone. Although, many agreed on what defines a joyful life: feeling happy (77%), being healthy (71%), having positive personal and family relationships (69%) and feeling comfortable (69%).
People are most likely to treat themselves to something nice during their birthday (66%), although many others believe they should treat themselves while on vacation (59%) or if they’re having a good day (48%).
The survey also found that of all popular wine nations, Italy was found to have the nicest quality wine (67%), compared to France (53%), America (36%) and Spain (24%).
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.