Other

Royal Salute

2018

Global Influencer Strategy

The Brief

Pernod Ricard’s premium whisky brand, Royal Salute, needed an always-on social content strategy to elevates the rich heritage of the brand while aligning with their new brand positioning, Make it Momentous.

What We Did

We collaborated with a global influencer network to amplify prestigious polo events, such as the Sentebale Royal Polo Cup and the Royal Salute Coronation Cup with an authentic storytelling strategy.

Through the creation of two ‘Monumentous’ influencer campaigns, we leveraged the events to create a suite of immersive content, trialling innovative content formats to drive social media engagement and launch the new brand positioning.

Results

The Coronation Cup was the most documented Royal Salute event ever, with 130+ pieces of influencer content. #MakeitMomentous became a trending curated story on Instagram with 1.8M+ impressions of #MakeitMomentous - a 1166% increase in Instagram followers vs an average weekend.

  • 4M+ Impressions on Royal Salute
    content across Twitter and Instagram

  • 234% Increase in follower acquisition
    compared to previous quarter

  • 261% Increase in total engagements
    compared to previous quarter

The Coronation Cup weekend saw a 1166% increase in Instagram followers and the Sentebale Royal Polo Cup a 1250% increase.

For the Sentebale Royal Polo Cup we achieved 1.2 million reach of #Royalsalute. This included 300K+ audience across our storytelling content and a 1250% increase in followers on Instagram over Sentebale weekend vs avg weekend.