Have you guys ever heard of Winc? If not, you're missing out big time.
Ever stumbled upon an Instagram account that made you instantly want to hit follow thanks to their ultimate content trifecta delivery of wit, fun and beautiful imagery? That's precisely what the Winc wine club gallery supplies on a regular basis. But even better because, well, wine (let's be real).
This is all thanks to the one superstar brand marketing expert who is responsible not only for the daily candy, but for the actual implementation of the club's Instagram account. Her name is Sarah McDonald and her instincts were on point — the Winc brand lends itself so perfectly to that cheeky, of the moment vernacular social media is known for. As for their impeccably crafted visual identity? The icing on the cake. Their punny labels, pretty graphics and clever wordplays will have you want to sign up asap.
In the meantime, we had a chat with Sarah about all things Instagram marketing, how she got to where she is, and what she can't live without (spoiler alert: it's actually not wine).
Name and occupation:
Sarah McDonald, Head of Brand Marketing at Winc.
1. What was your college major, and why did you choose it?
I was a Marketing major. I knew I wanted to be in business school, but most of the majors sounded pretty stuffy (no offense to the accountants and supply chain managers out there haha). I knew I was creative, very social, great at selling things and loved popular culture — marketing seemed like a good fit!
2. Favorite part of the job?
Ahh, that's a hard question! Aside from the endless amounts of wine and amazing people I work with, probably the fact that social media at Winc wasn't a focus when I joined 3 years ago. I knew the power of social and decided to take it upon myself to prove that it was worth it for our company. Since then, I have had the joy of seeing non-believers become huge supporters, and am now backed by an amazing creative team and a marketing team who all help bring our brand to life through social. With all of the changes in the social world, no two days are alike, which I love as well.
3. Favorite social media platform and why?
Instagram (lol I am side eyeing anyone who would answer this differently) — I love how visual and easy IG is. A lot of the other platforms feel so cluttered at this point. I love how IG has allowed the everyday person to tap into their creative side and bring to life the moments of their lives that they feel are worth sharing. I look to Instagram for inspo, news updates, to see what my friends are up to, and to keep up with my favorite brands.
Cape Route is a Chenin Blanc - or “Steen” as they call it in its native South Africa - with hints of white peach, pineapple and grapefruit. 🍍🍑💦 Drink it with seafood like ceviche or clams while watching (or daydreaming of) the waves roll in. 🌊🌊🌊 Join our wine club today and see what this Chenin Blanc is all about (link in bio). #southafrica #wine #daydream #seafood #polkadotwall
4. What makes a great Instagram post for Winc?
A great post for Winc is one which makes wine feel approachable, exciting and helps open our followers' eyes to the fact that a wine subscription is perfect for so many situations (think: a bubble bath after a long day at work, last minute gift for a co-worker that you forgot about, an impromptu girls night to watch the season finale of your favorite show).
5. What is your Instagram guilty pleasure?
I find myself always laughing a little too hard at all of the memes on social and sending them so quickly to my group chat to laugh some more. I am amazed at how creative and quick people are to create those. I actually find myself laughing out loud to them. Confession: I was pretty excited when @FuckJerry reached out to me wanting to work on a project together for social last year.
6. Three things you can’t live without?
Friends, phone, and coffee (that was a pretty cliché answer, but very true nonetheless).
7. What’s on your travel bucket list?
I am actually in the midst of planning my 30th birthday trip (ahhh, I am trying to get better at saying 30 and not having my heart drop lol) — and am playing around with the ideas of Bali, Greece, Morocco, and Ethiopia.
8. Who’s your style icon?
I'd have to say Victoria Beckham for her timeless, chic looks that play off both feminine and masculine vibes. Rihanna because of how she somehow always makes the unimaginable work. And I'll forever be an Aimee Song fan (one of the first fashion influencers I really looked to for inspo).
Omg yes please.
9. Biggest vice? (be honest)
Coffee for sure. It's something I look forward to daily and about twice a year tell myself I should quit but quickly realize .... that's just crazy talk. lol.
10. Where can we find you on a Friday night?
I wish I had an exciting answer but my perfect Friday would be ordering in, catching up on the shows I couldn't catch during the week and knocking out around eleven. If I find some energy, then I like to catch up with friends over a drink or two.
Now go check out Winc on Insta and give them a follow. You won't be able to resist, trust.