Challenge
Differentiates the brand and increases the sale of Grey Goose amongst the target demographic in Canada’s major cities. Additionally, the activation must adhere to changing COVID-19 rules and regulations to ensure both guests and staff are safe.
Insight
After a summer of isolation, Grey Goose wanted to bring people together again in a safe and responsible way. Looking at digital trends over the pandemic, our team knew that in order to create a successful program, we needed to harness the power of social media. Leveraging the digital trail of our plan will yield the best results.
We planned an activation that hits on three separate Grey Goose targets concurrently
- Drive desire and enhancing relevance among the LDA-34 target
- Focus on the Vodka Soda
- Play to an increase in daytime drinking occasions
Each goal must be met while supporting incremental commercial activity to breakthrough at scale
Outcome
Produced and activated a 9-hole mini-golf course experience in 4 Canadian markets which showcased the brand and served elevated Grey Goose Vodka soda signature cocktails. The event was promoted through paid media, PR and influencer programming leading up to, and during, each event. We monitored the campaign and adjusted our efforts to maximize effectiveness. Through an exceptionally optimized digital marketing campaign the website converted over 14,000 ticket sales.
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