Grey Goose Character & Cocktails 2009 digital campaign

A digital campaign for the prestigous charity event, Grey Goose Character & Cocktails to benefit the Elton John AIDS Foundation. We designed and built an event website, delivered an HTML email campaign and set-up and managed a social media programme focussing on Facebook and Twitter.

Objective

Deliver a digital marketing campaign for the third Grey Goose Character & Cocktails, a series of events to benefit The Elton John AIDS Foundation. The campaign should broaden awareness of the brand and the activity whilst building on the existing consumer database of Grey Goose subscribers. 

Solution

A fully integrated digital campaign comprising a dedicated event website, an HTML email campaign and social media strategy.

The website was a constantly evolving showcase of the activity, providing a unique and exclusive insight into the celebrity designed bars, the cocktails and, crucially, the parties attended by a who’s who of the arts and entertainment world.

The site gave visitors the opportunity to apply for tickets for an exclusive event at The Hospital Club and also incorporated a competition to win an night out with Grey Goose’s world-renowned mixologist, Alex Kammerling. The competition incorporated a unique mechanic designed to encourage viral activity, whereby entrants were required to invite their friends to join their ‘Grey Goose Guest List’. Guest Lists were only entered into the prize draw when 3 friends had signed up.

Visitors were driven to the website through invitations from friends as well as an HTML email campaign, where subscribers were sent a series content-rich emails over the course of the activity. This was supplemented by a Facebook page providing exclusive content to fans and regular tweets from Alex Kammerling. We set-up and managed both these social media programmes whilst encouraging a collaborative approach amongst the Character & Cocktails team in order to ensure maximum reach.

Success

The campaign succeeded in bringing the Grey Goose Character & Cocktails brand to a new audience.

• The viral mechanic and social media intitatives helped to double the size of the Grey Goose consumer database over the course of the activity.
• The establishment of the social media platforms enabled Grey Goose vodka to engage with its consumers, answering their questions and responding to requests without compromising on the brand’s premium values.