Project Description:
The Context:
Martell was gearing up to launch the VS Single Distillery cognac in South Africa. We wanted to get Joburg influencers excited about this new expression. An excitement that they’d share with their followers and so give our brand the street cred it’s after.
The Problem:
Influencers are inundated with product freebies from brands that only want to talk about themselves.
The Solution:
To connect with our influencers, we chose to rather acknowledge them.
So we sent them a bespoke pack that reflected their curious and innovative nature and challenged them to do what they do best: Be Curious.
The Execution:
We selected 30 South African influencers to receive the hand-delivered sealed pack. Each individually illustrated pack paid homage to the influencers themselves. The only way to open it was by finding the golden thread and pulling it. By doing so they opened their mind to curiosity and revealed the hidden reward within. To top it off, each bottle of Martell VSSD was inscribed with the person‘s name. The drop resulted in 2,4 million impressions across all social media platforms and +25% increase in followers on Martell’s Instagram page. And this, all because of a single, uniting desire to #BeCurious.
