Brief
I was entrusted as part of a team to develop a strategy of influence with the UK wines, spirits, cocktails, food, travel, and lifestyle industries. The primary focus of the campaign was to structure and animate a community of influencers around two main angles; new consumption patterns and tourism.
The over-arching mission of the campaign was to promote the Cognac appellation in the media, by positioning it as a high-end/top-of-the-range and authentic product through its consumption methods, particularly cocktails.
Methodology
Central to the campaign was an exclusive influencer event hosted at a high-end London cocktail bar, where top UK influencers in a variety of industries were invited to a private cocktail-making class designed to showcase Cognac's versatility and appeal to a younger audience.
Additionally, we engaged extensively with UK press and media, crafting compelling press releases and pitches to secure coverage in prominent lifestyle and industry publications. By organising media tastings and interviews with brand ambassadors, we fostered strong relationships with journalists and editors, ensuring continuous and widespread media exposure.
Result
The campaign effectively expanded Cognac's reach, enhancing its appeal across new and unique communities, driving increased brand awareness, and solidifying its status as a contemporary, versatile choice for a diverse range of consumers.