Hennessy World Cognac Day
The Idea
With events and delivery of alcohol no longer an option due to Covid-19, we identified the importance of creating engaging, tailored content which could continue to create awareness and carry the messaging to audiences digitally.
The Challenge
Position Hennessy as the leading voice on cognac during World Cognac Day (4 June)
The best laid plans…
Covid-19 forced us to rethink planned activity including an event and visit from Master Blender, as well as restrictions on alcohol sale, printers closed under Level 5, etc
The Solution
Alcohol sales reopened on 1 June, just three days before World Cognac Day!
With events no longer an option, we focused on creating engaging, tailored content (2x releases and infographic) that appealed to diverse media across lifestyle, food, drinks and soft news
Content was repurposed, with the infographic turned into multiple GIFs for Hennessy social media channels
A personalised drop and handwritten letter was delivered to select influencers
The Result
Drops delivered to 24x influencers resulted in 42 organic social media posts with a potential reach of 3 782 489
15x pieces of media coverage in key titles, with a potential reach of 6 822 752
