MARTELL H.O.M.E Launch
PR, INFLUENCER ENGAGEMENT, ONLINE CAMPAIGN
Evoking the Spirit of Curiousity, Martell Blue Swift, offers an Unsuspected Tasting Experience with the First Martell VSOP Finished in Kentucky Bourbon Casks.
How do you launch a new product to market? We spark a national talking point.
We kicked off the campaign by placing cut out stickers on strategic locations in Lagos, which led to curiousity about these bird shaped stickers. We needed to further create talkability so we sparked a national conversation around the sighting of the “Mysterious Blue Swfit’ which had migrated to Lagos. We worked with influencers who kick started a conversation that went viral as readers started sharing their stories of the blue bird sightings.
Next, we played ’The follow the swift game’ where we worked with 20 key influencers. The Martell Brand Ambassador presented the Blue Swift bottles, wrapped in flash papers to influencers who then had to nominate another influencer to receive the bottle. The content was fun, engaging and shareable, with several blogs picking up the content.
We engaged the Martell Brand Influencer in Nigeria who surprised fans at The Atrium in a busy mall. Fans were able to sample the new product as well as get instant give-aways which could be redeemed.
The Official Martell H.O.M.E party was hosted by Grammy nominated hip hop artist Wale, Martell celebrity endorser MI and 24 apparel.
The campaign generated 100 articles within the month and 175million online views.