The Social Place

Tell us a little about yourself

I’m a born and raised Kiwi who took a slightly unconventional path to where I am today. After studying law at uni I side-stepped and segued into communications when I moved to the ‘big smoke’ after graduation. At that time I couldn’t really have told you what communications was, but I discovered its width and breadth was much more ‘me’. After a couple of years in London, followed by a few in Sydney where I worked agency-side, a long Covid-related series of events saw me back in New Zealand and joining New Zealand Winegrowers (NZW). It’s very fitting given my family is of Croatian heritage and I grew up with wine quite literally running through my veins!

What brought you to NZW?

The bulk of my work history is agency-side, which is a pressure-cooker for learning, but felt quite unsustainable in the long run. I always knew I wanted to take my skills and passions in-house, and when I came across this role, thought there couldn’t be a better fit. My grandparents on my father’s side had a vineyard in the 60s and 70s and my dad grew up on that vineyard. Plus, there was never a dinner table in our house that wasn’t adorned with a bottle of wine, so it feels like the perfect pairing.

What are some campaigns you've worked on?

While my time at NZW has been brief, I’ve loved working on some new ‘Our People, Our Stories’ profiles, which aim to showcase the people and all the various roles within the industry, with a specific focus on young guns. Meeting passionate and talented people is always memorable. Plus this type of content is fun to work with because it’s so versatile, and really goes a long way to telling the New Zealand wine story. I’ve also really enjoyed working on the next phase of bringing the 2022 Sustainability Report to life – keep an eye out for some new content that will amplify this great piece of work and help us to tell the sustainable New Zealand wine story, which so deserves to be told.

What are the biggest changes you've seen in digital marketing during the past decade?

The prevalence, and the rate of change. Now, you’d be hard pressed to come by a person, business or organisation that doesn’t have a solid digital presence. And if they don’t, you question why. This goes to show how ingrained social media and digital marketing are in our lives and how important they are for survival in today’s world. In addition to that, the rate at which digital marketing and comms evolves has increased exponentially. Even working a full-time job dedicated to this area, there’s always something changing; something new. While this can at times feel exhausting, it’s also what keeps things interesting.

And what's ahead?

Who knows? What’s ahead is the million-dollar question. The recent troubles at Meta and Twitter, and meteoric rise of TikTok out of seemingly nowhere have demonstrated that the digital world is anybody’s game. I’m so curious to see where we’ll be in just a few years’ time.

Has the wine industry stepped up to digital engagement since 2020?

During the past couple of years people have come to recognise the importance of good digital marketing and communications more than ever. If you don’t have an authentic, active digital presence, you’re likely to fall into a black hole. The key is navigating the busyness of the online environment in a way that reflects who you are as a person or brand. I see a lot of wine industry members doing a fantastic job of this, which is great to see, as it’s not easy.

How could we do better?

While having an active digital presence is great – and necessary – people often go overboard. Think quality over quantity. The online environment is so busy, you need to find a way to cut through the saturated market rather than just add noise to it.

What's on your work bucket list for 2023?

I’m especially looking forward to undertaking my first Wine & Spirit Education Trust course. There’s a whole world of wine knowledge out there and I still feel like I’ve barely scratched the surface.

Vianney's Top Tips for Wine Companies Wanting To Do Digital Better

Tailor: Unfortunately it’s not as simple as copy-paste. Tailor your content for where you’re sharing it and make sure it’s suitable for the target audience. Instagram and LinkedIn might both be social media platforms, but they serve a different purpose. If you’re sending electronic direct mail (EDMs), think about every element and make them worthwhile.

Engage: Don’t just share content, actively engage by replying to direct mails (DMs) and comments, and interacting with content shared by your peers. This will reap rewards.

Be Informative: Don’t be shy. More in-depth, informative and educational content often performs just as well – if not better – than short snappy content. Do trial and error and see what works for your audience.