Chambord, the French raspberry liqueur had a petite problem in the US. Nobody's ears had heard of it or tastebuds knew what to do with it. So, the brand asked Mistress to help it cut through the clutter of social media by creating a visual imagery that was addicting to stare at, extended the brand's whimsical persona into the social space, and ultimately educated consumers on how to use this odd, foreign liqueur - all without any media support.
When we looked at our core consumers - female millennials - and thought about how the Chambord brand fit in their lives, it quickly became clear that our consumers didn't need a fancy occasion to enjoy Chambord, they did it because...well...no reason. So, we took the iconic black raspberry liqueur and created a nouveau, tasty collection of recipes on Pinterest, Facebook and Twitter, via an influencer campaign that brought to life this #BecauseNoReason spirit.
We the brand a makeover: from plain Jane to fun and stylish, with a unique tone of voice and an attitude that made any reason, a good reason to indulge in life's little luxuries.
And instead of emptying our pockets on big television commercials, Chambord's social channels took the lead spreading the #BecauseNoReason mantra and educating people with recipe ideas.
Next, our heads thought outside the bottle and we moved Chambord from the drinks-only category to lifestyle by engaging our consumers' favorite publications, style & design blogs, boards, and editorials. We even inspired them with a three-episode DIY series, and used trusted influencers to tell the Chambord story through their own point of view.
We achieved our objective of making consistent, mesmerizing content week after week. And not only was it fun to look at, but the content educated people within and outside our core demo on the myriad uses and occasions for the product. Our views, considering a non-existent media buy, garnered over 1.6 million views and 40 million social engagements - increasing our engagements 26% compared to before we started. Now that calls for a Margarita Royale!
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