Our brief: design and implement conversational strategies

The HORECA ecosystem of the Grey Goose, Bacardi and Bombay Sapphire brands covers communities of bartenders who vary according to brands and regions, and were traditionally managed by ambassadors. In the age of the social media, it was time to switch from a top-down approach to a more conversational, collaborative concept.

So, to foster dialogue and engage these communities, digital touch points such as competitions, interviews, quizzes, polls, discussion forums and e-learning tools have been introduced all year round, based on each brand, via a dedicated digital platform.