Grant's

Challenge

1. The tasks were to get deeper understanding of Grant’s current and target audiences:
2. Choose optimal channel mix for brands promotion
3. Increase efficiency of promo and other marketing activities.

Work    

1. Before campaign development we undertook a study among consumers of whisky and strong spirits to find out who is our target audience, what does it like in ordinary life and what channels could be used for communications. 
2. Based on this data we decided to create a great project GrantBeats on hip-hop territory, in which we involved such famous rap artists, as Karandash, Slim, Bumble Beezy, and The Flow –the most authoritative media about hip-hop culture in Russia. There Grant’s and mentors gave new artists a chance to take part into a project, which would turn them from no-names into heroes of The Flow!

Results

1. At the end of the project campaign reach made 6 071 905, number of unique users amounted to 1 821 572, materials on the website gained more than 120 000 likes and 3 700 comments and more than 2 500 000 video views on YouTube and VK.
2. And most importantly, campaign lead to Grant’s whisky sales growth in 2018 by 20%, and sales growth in December 2018 in comparison with December 2017 amounted to 45%.