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CONTENT- AND COMMUNITY STRATEGY ANCHORING SMIRNOFF IN ELECTRONIC MUSIC CULTURE.
BRIEF
To adfadfasfdasdfasdf engage cultural tastemakers and influencers and make Smirnoff aspirational and relevante.
RESPONSE
Identified Electronic Music as relevant passion point for target audience. Developed full year content and communication strategy to engage with core and mass audiences around DJ Culture and established Smirnoff Sound Collective as
proposition with festival activation and video content series as well as industry alliances with partner like the International Music Summit (IMS) the leading industry convention for Electronic Music.
RESULTS
Increased brand awareness and above all gave the brand a purpose and meaning for Electronic Music Community and Tastemaker but also for a mass audience through an editorial led TV campaign. Overall the campaign delivered over 150m impressions and 3.5m video views.
Increased brand awareness and above all gave the brand a purpose and meaning for Electronic Music Community and Tastemaker but also for a mass audience through an editorial led TV campaign. Overall the campaign delivered over 150m impressions and 3.5m video views.
