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Best Social Media Communication

This award category recognises exceptional use of one or more of social media channels to engage, inform, and interact with audiences on wine related content. This category honours originality, authenticity, and tactical application of social media platforms to promote core brand messaging and build an engaged community to promote brand awareness and brand loyalty.

Social media platforms could involve but is not limited to Meta (Facebook/Instagram), X, Snapchat, TikTok, LinkedIn, Reddit, Threads, Pinterest.

Focus is on the ability of the content to effectively engage the audience, build awareness and preference, or shift perceptions in line with stated objectives. Consideration will also be given to how paid media advertising is utilised to amplify content to a broader audience and the impact of this amplification, but high result metrics due to high spend will not be considered relevant.

Entry criteria

  1. Open to a team or individual based in Australia, who publish their social media content (i.e. written copy, photos and videos) on one or more social media platforms.
  2. Teams can submit an entry in conjunction with an agency or a third-part supplier.
  3. Entries must be published in the English language, and the content must be posted between 1 July 2024 and 31 July 2025.

Entry Fee:

An entry fee of $55 inc GST applies to every award nomination submission for this category.

 

Judging criteria:

  • Quality and relevance of the content – The information being posted on the channel must relate to wine; i.e. topic must relate to vineyards, viticulture, grape varieties, wine styles, winemaking, region/GI, wine brands, wine products, wine tasting, or wine experiences.
  • Appropriate timing of content – Does the visual content align with the season in which it was posted? E.g. are vineyard photos posted which align with the season.
  • Depth and display of wine knowledge – The content or presenter must demonstrate a good understanding of the wine related content.
  • Engagement- how effectively the content engages the audience. Is it just getting “likes” (low engagement), or is gaining “shares” and “comments” (high engagement)? How has content evolved to improve engagement? Provide engagement metrics (saves, shares, likes, comments, website traffic, watch time etc) or other analytical metrics available.
  • Building of community – how well the social media platform is used to build a community of followers who engage with the brand/platform owner and the other followers; whether followers engage regularly and organically.
  • Story telling – how well the team or individual are able to convey a message through social media. How the message unfolds over time or over a series of posts, or within a single post.
  • Originality – whether the content is produced originally and specifically for social media, or simply repurposed content from other campaign resources and posted to socials.
  • Performance Metrics vs Key Outcomes – how effectively the campaign is reaching and building interactions and a sense of community with the core target audience Consideration will be given to organic vs paid reach. High volume metrics resulting from high dollar spend will not be considered relevant.
  • A commitment to developing ongoing excellence in wine communication will be considered favourably. This includes membership to Wine Communicators of Australia.

Prize:

The winner will receive: one year’s membership to WCA valued at $190 (or 1 free renewal for an existing member), a category trophy, and exclusive WCA 2025 award-winner print and web graphics to use in personal marketing and communications.

 

ENTER NOW – Instructions

  1. Download the 2025 Awards Entry Form (Word format) HERE. Save it somewhere safe so you can complete later. Once complete, save as a PDF before returning to WCA.
  2. Click HERE to pay your entry fee. If you are entering multiple categories you can pay multiple fees at once. 
  3. Email your Entry Form and all supporting materials, by the deadline of 15 August, including an image of the nominee and/or organisation to represent your entry, to admin@winecommunicators.com.au

By emailing us your images you acknowledge and accept that WCA has full permission to use this content for promotional purposes.

Please complete ALL STEPS in the Awards entry process, failure to do so may result in your entry not being considered.

KEY DATES:

Entries Close: 15 August 2025

Finalists Announced: mid September 2025

Awards Ceremony: 6 November 2025

Good luck!