Market Entry:
Position Sparkling Margarita as a refreshing choice to attract white spirit drinkers to tequila.
Consumer Insight:
Leveraged research to understand the target audience’s lifestyle and media consumption, identifying dating apps as a key engagement platform.
Our Collaborative Approach:
Research Workshop:
Conducted in-depth research with Jose Cuervo to explore target audience habits, leading to the strategic use of dating apps for campaign engagement.
Innovative Strategy:
Developed a unique approach focusing on pre/post-date consumption occasions, placing Jose Cuervo at the heart of dating experiences.
Future Foundations:
Sustainable Research Platform: The collaborative research approach not only informed the current campaign but also established a robust platform for Jose Cuervo to leverage in future marketing efforts.
Long-Term Strategy Enhancement: Enabled Jose Cuervo to continuously engage with evolving consumer trends and preferences, ensuring lasting relevance and market presence.
Recognition:
Webby Awards Honoree: Earned a honoree mention for Best Growth Strategy, distinguishing Jose Cuervo as the only Australian agency recognised in this category for our innovative work with Jose Cuervo.
Adaptable Impact Media Strategy: Established a model for leveraging distress media inventory and targeted vendor negotiations, ensuring cost-effective yet impactful campaigns for future product launches.
Partnership Success:
Engagement Milestone:
Achieved the highest rate of male engagement on dating apps, beating any platform in Jose Cuervo’s global history.
Strategic Integration:
Dating app strategy now a part of Jose Cuervo’s global marketing, enhancing global negotiation leverage.
Delivered Impact:
KPI Achievements: 179% Sales Uplift. Exceeded our KPIs on 11 of the 14 channels, driving awareness, consideration, and conversion effectively.
Market Influence:
Successfully redefined the tequila drinking experience, associating Jose Cuervo with social moments and lifestyle choices.
