CONTENT PRODUCTION

CONTENT DISTRIBUTION

DIGITAL ECOM ACTIVATIONS

Since its launch in 2009, Diageo Reserve WORLD CLASS has been instrumental in transforming fine drinking and cocktail culture around the world. Now in over 60 countries, it has supported, educated and inspired over 250,000 bartenders through its training and advocacy programme. WORLD CLASS Bartender of the Year competition brings together the best bartending talent from around to globe to decide who will be crowned the world’s best bartender.

BRIEF

Our purpose was to create, execute and manage a full scale digital marketing and eCommerce activation campaign to reach new audiences and increase exposure of Diageo Reserve brands through a large-scale, co-ordinated Amazon Advertising platform (AAP) campaign, programmatic efforts, 2nd tier commerce partners & paid social boosting to deliver £1m in sales target.

STRATEGY

  • Leveraged existing media partner relationships with an interest in World Class / drinks culture to reinforce existing campaign footprint​.
     

  • Used highly geo and demo targeted outreach to build new audiences in host markets.
     

  • Drive consumer journey to Diageo owned-media sites and e-commerce.

EXECUTION

  • Earned media - place content with existing partners, and deliver editorial placement with viral websites and influencers to quickly upscale reach.

  • Paid media - sponsored feature article with TimeOut in host market.
     

  • Paid media - targeted native and pre-roll ads across multiple publishers and social sites.

KEY NUMBERS

140 m

 Ad impressions generated across Amazon, Programmatic, VOD and Social Media

286 k

Clicks to store and product pages

42 k 

Bottles Sold across Whisky, Vodka, Rum and Gin categories

4.74

ROS
(Return on Ad Spend)

DIAGEO
WORLd CLASS