REACHING CONSUMERS USING MULTIPLE TOUCH POINTS. CÎROC Vodka is a premium vodka that is made out of grapes and distilled 5 times in the Distilleries de Chevanceaux in Soutwest France. The challenge for the brand was to penetrate a very congested market space and interact with it's consumers over traditional channels with a focus on Social and digital.
We found through research that a majority of the CÎROC customer base were people who lived a more premium life — or those who aspired to that lifestyle. Like many luxury brands, CÎROC focuses on doing a few things exceptionally well, one of them being engaging the consumers using music, art and lifestyle over web.
The brand needed to get it in front of as many consumers as possible at the start and social media became a natural choice as one of the channels to build and focus on. With the re launch of the CÎROC Facebook channel, one of the strategies was to divide up the content between branded and user based. We knew that the consumers where very engaged with the brand and by creating rich interesting content and also prompt them to participate through various contests, challenges and messages, we would curate a lot of great content that would make the channel rich and interesting. By encouraging fans to create content and share it using various contests and hashtags, we managed to rapidly grow the brand’s reach and reach a stunning fan growth year over year.
At the same time that the content and conversations were shared over social, we developed a brand new digital identity, starting with a new website which told the story of Ciroc and its cocktails. By combining the social strategy, content creation and digital web outlet, we had a very stable foundation to build upon.
A couple of the programs that EDGE participated in and also developed was the “CIROC the City”, a guide for target markets. “The Habana Club”, a summer event with offline and online components. “CIROC Boyz”, working and engaging CIROC’s network of musicians and DJ’s. “The Mixology challenge”, a project with social and live component from mixologists and consumers. “CIROC Digital Identity”, constantly work on making the identity and language over the digital channels be in line with the brand statement and make it as engaging as possible for the consumer and web/social network users.
Between the years of 2010 – 2013, Ciroc vodka became one of the worlds fastest growing vodka brands. The identity and digital content have been nominated as one of the best spirits brands in terms of posting and engaging their fans by Twitter and also the CSS Web Awards.