In 2011 Brand Revolution was charged with developing a multi-year communications and influencer campaign to introduce and grow CÎROC Ultra-Premium Vodka in the UK and Western Europe. The aim was to disrupt the market and explode awareness and sales of the vodka by targeting a core audience of influencers and jet-setters, activating bespoke Influencer events and integrating with high-profile film, fashion and music talent.
RESULTS
PRESS: £6 MILLION of coverage crediting CÎROC in FY 2013
TV: Over 60 TV networks and hundreds of millions of viewers were exposed to the brand from coverage of the 80 events sourced and PRd by Brand Revolution in a little over 2 years. These included 16 A-List film premieres, 18 music afterparties with global music Talent &20 fashion-week afterparties
MEDIA: Coverage in hundreds of key global media titles after being prominently displayed in Getty’s “Photographer of the year award” image of Kate Moss & CÎROC
SOCIAL MEDIA: CÎROC featured on multiple social media accounts due to integration with talent such as Philip Treacy, Vivienne Westwood, Hurts, David Guetta. Marc Jacobs etc.
STRATEGY: Brand Revolution developed & implemented a Western European Influencer and communications strategy utilising Brand Revolution's “Jet Set Calendar” of Influencer events. The Calendar was created to engage with the High-Net worth demographic who travel to hotspots in multiple countries, clustering around high-profile Film / Fashion / Music and Art festivals.
Brand Revolution integrated CÎROC into activation at London / Paris fashion weeks, the London film festival, the Cannes film festival, the Monaco grand prix, Ibiza and multiple VIP nightclub, Music and influencer events in western Europe.
Brand Revolutions inside intel on talent & influencer schedules was used to determine their movements and events, partnering and PRing the most high-profile events throughout Western Europe.
Through these relationships and events Brand Revolution secured millions in coverage across all key W.E territories as well as over 60 international TV networks such E! News, Ch 9 Australia, TF1, Rai Uno, Fox etc.
FILM: Through key relationships with Talent, Directors and film distributors Brand Revolution were able to organise CÎROC ’s exclusive involvement in premieres in London and Cannes delivering millions in press credits and branding including:
1. Snow White and the Huntsman
2. Expendables 2
3. Iron Lady
4. Paperboy
5. Ain’t Them Bodies Saints
6. CAAs Cannes film party
7. Song For Marion
8. Great Expectations
9. Argo
10. Hyde Park on Hudson
11. Crossfire Hurricane
12. Blood,
13. Robot & Frank
14. The Sweeney
15. Elfie Hopkins
16. Fast Girls
17. BFI London film Festival Awards
Cannes Film Festival
In Cannes, Brand Revolution executed events including the CAA party with Gerard Butler and Carolina Kurkova, the after party for Nicole Kidman, Zac Efron’ and Matthew McConaugheys'Paperboy’ film premiere, the after party for the premiere of 'Aint' Them Bodies Saints' with stars Rooney Mara and Casey Affleck and the "CÎROC yacht party", organised by Brand Revolution and hosted by Avatar and Fast And Furious actress Michelle Rodriguez.
FASHION: Brand Revolution utilised relationships with designers and supermodels such as Kate Moss, Philip Treacy, Vivienne Westwood, Marc Jacobs, Alice Temperley and Matthew Williamson to negotiate CÎROC as host, partner and production partner at key events and bespoke dinners including;
1. Philip Treacy London Fashion Week
2. Vivienne Westwood dinner
3. Alice Temperly party and presentation
4. Kate Moss book launch with Marc Jacobs
5. Matthew Williamson Film Screening
6. Henry Holland
7. Dominic Jones LFW After Party
8. Official LFW closing party
9. Opening Ceremony party
MUSIC: Brand Revolution created partnerships and amplified press for multiple Music activities throughout the year including;
1. Armani Summer parties
2. Rolling Stones
3. The Kills
4. Mark Ronson
5. Harry Styles
6. Will.i.Am
6. Drake
PRODUCTION: Brand Revolution sourced and negotiated deals that allowed for the integration of the "CÎROC production kit”, a modular kit featuring brands bars, tables, chairs lights etc. The kit was installed at events including:
1. Ibiza with Valentino and David Guetta
2. The CÎROC Cannes Villa (6 days of events)
3. The CÎROC Yacht Party with Michelle Rodriguez on the 100 metre Orion
4. The CÎROC Monaco Viewing Lounge at The Princess Grace building Monaco
BOTTLE WRAPS:
Brand Revolution created a series of Bottle wraps for CÎROC with the signatures of Global A-Listers including Charlize Theron, Sylvestor Stallone, Arnold Schwarzenegger and others.
All bottles featured the artwork of the film the Talent were in and the real signatures of talent including 2013s Oscar winner – Meryl Streep