As  – for lack of a better word – unprecedented 2020 wrapped up, Grand Marnier celebrated in a rather grand way, giving their 75th birthday in Canada, The Grand 75, the timely new name it deserved: The Grand Good Riddance.

The Grand Good Riddance campaign included a new recipe that was almost identical to The Grand 75, but there was a key ingredient added that set it apart – 75 tears of joy.

BRIEF

Grand Marnier commissioned Naloi Media Group to work on a local (GTA) influencer marketing campaign to elevate the Grand Good Riddance cocktail as part of an integrated marketing campaign. The integrated campaign went live on November 27th across Pinterest, Facebook and Instagram and consisted of a strategy OOH (out of home buy) and an influencer campaign.

OBJECTIVES

• Reach target audiences through strategic influencer alignment
• Disrupt New Years Eve content with this fun cocktail encouraging Canadians to ring in 2021 with Grand Marnier
• Develop 10 pieces of user-generated content for Grand Marnier’s social channels
• Drive relevance for the brand leading into 2021

STRATEGY

• Naloi Media Group worked on a comprehensive influencer brief with posting guidelines and hand-selected 10 influencers to develop a mix of video tutorials and static in-feed Instagram posts
• Conceptualized a premium mailer that included Grand Marnier with a customized campaign label, Grand Good Riddance cocktail ingredients along with premium bar tools and glassware.
• Coordinated influencer content to go live from December 28th – 31st in time to ring in the New Year and keep Grand Marnier top of mind leading into 2021

RESULTS (ORGANIC)

• Social media sentiment throughout the campaign was 98% positive
• The influencer campaign disrupted social media receiving 9,970 post engagements
• Total campaign reach: 106,531
• Total IG reel video views: 48,553
• Influencer content pieces created: 69 – 49 additional Instagram posts and stories, a true testament to positive influencer feedback