An invitation only members club for Grey Goose vodka

A complete digital strategy and execution for Grey Goose vodka. The activity took the form of an invitation only members club aimed at giving the brand’s primary target consumers access to the world’s best events. 

Objective

• Deliver a digital programme that drives advocacy amongst Grey Goose’s notoriously hard to reach target consumer: high-achieving, multi-faceted extroverts with a lust for life

Solution

• We developed Club RSVP, an invitation only online members club designed to facilitate its members’ offline lives
• A hand-picked selection of consumers, all of whom were innovators, leaders in their fields and highly regarded amongst their peer groups, were sent a beautifully crafted, hand written invitation inviting them to attend an inaugural RSVP event, A Toast To Taste, where they would be introduced to the club
• Following the event, attendees were emailed with a personal log-in to the Club RSVP website
• The site, which is fully optimised for mobile devices, enables members to apply to attend a series of world-class events, ranging from intimate cocktail masterclasses to international gala balls, with a single click
• Successful applicants are contacted directly by an RSVP ambassador who arranges their attendance and goes on to host them at the event
• We are responsible for the strategy and the execution of the RSVP programme, both in terms of the digital builds and the ongoing management of the RSVP community. This includes Ragged Edge team members taking an ambassadorial role at events and forming personal relationships with members on behalf of Grey Goose

Success

• Club RSVP has enabled Grey Goose to form lasting and highly personal relationships with a group of consumers who had previously been considered virtually unreachable
• Because we have been able to connect with these consumers on a personal level, levels of engagement are exceptionally high, with conversion rates for emails often over 90%
• Members have begun to take ownership of the club, recommending new members, proposing new events and engaging with both RSVP and Grey Goose in a way that is far beyond typical consumer-brand relationships
• The result is a highly targeted, growing community of influential consumers who are actively advocating the brand