AWARENESS I EXPERIENTIAL I CONTENT I INNOVATION
CONTENT CREATION
Content truly is king. Content creation has become by far the key story telling driver for any brand in any category. Content is not just ads, its not just commercials, its not just a picture. All of it is simply a story ready to be told to evoke and emotion or action – a connection.
For Purity Vodka it was a full range from big celebrity endorsements, to micro social influencers, to luxurious assets and authentic brand “moments”.
Successes were represented by:
• Reaching +5MM impressions on a comedy video series with Joel McHale
• Doubling social engagement with an influencer marketing campaign
• Doubling of time spent on website
• Inspiring and engaging distributors, sales organization and retailers
• EXPLORE SECTIONS BELOW TO SEE EXAMPLES •
JOEL McHALE CRAFTED SPIRIT CAMPAIGN
As a small luxury brand Purity Vodka turned to talking the road less traveled when it came to approaching a celebrity spokesperson. The result was a comedic video series hosted by Joel McHale celebrating very unique craftsmen around the US and Canada.
From the best custom trucks to $100,000 bullet proof suits to top of the line surfboards, Joel created long and short form videos used on a YouTube media focused campaign driving +5MM views.
Why Joel McHale? Because he is bold, approachable, unexpected and gave a unique more lighthearted approach to a luxury vodka celebrity endorsement.
SEE WHAT THE NY TIMES HAD TO SAY ABOUT IT: https://www.nytimes.com/2014/07/09/business/purity-vodka-banks-on-some-comic-timing.html
SELECT 34 INFLUENCER MARKETING CAMPAIGN
During martini day and the holiday season, two different influencer campaigns were activated. Each one of the campaigns celebrated the 34x distillation process by targeting 34 fashion and lifestyle influencers delivering exceptional results.
Generated 3X consumer Instagram engagement
Drove a 20% increase in brand mentions
Garnered over 3MM impressions
Generated over 20 Blog posts reaching over 1MM consumers
Produced over 200 images, video, Instagram stories to be used in branded content posts
Led to local partnerships and local event sponsorships while building relationships and new points of distribution
These campaigns were by far the most cost effective advertising and content creation tools for the brand for the year. It was an extremely rewarding project managed in-house. Check out the #purityforall hashtag on instagram: www.instagram.com/explore/tags/purityforall/
NEW PURITYVODKA.COM
The new website launched the last quarter of 2017 is the first representation of a revised brand platform to connect and engage with consumers at a more emotional level.
A beautiful bold, more engaging way to showcase the brand with a social and approachable tone. Visually impactful to increase the time spent on the website while educating consumers in a more entertaining way.
Since launch consumer time spent has increased by :47 seconds and on average 3 more pages are being visited.
INSTAGRAM FEED @PURITYVODKA
Instagram became the biggest platform for the digital growth of Purity Vodka.
It has surpassed the levels of organic engagement with consumers more than the website and even Facebook. It's the most “authentic” way that consumers are interacting with brands.
It showcases the brand’s voice, culture and values while educating and connecting with consumers.
The success did not happen overnight and proudly over 85% of content was created, edited, photographed, shot or made in-house.
BRAND MANIFESTO AND TRADE CONTENT
Educating, inspiring and motivating distributors and the sales organization has a positive long-term impact. For Purity Vodka, it keep the brand top of mind, engaged the sales team and enhanced their understanding of the brand vision.
Below are two videos that received standing ovations and spontaneous high fives.