Global Communication Platform Creation

The Marketing Transformation Challenge:

A Global drinks company sought to increase premium cocktail consumption by turning a trade focused bartender cocktail competition into a fully integrated global consumer platform.

The Marketing Transformation Solution:

• Flock convened a workshop to align senior stakeholders from brands, regions and agencies around: program objectives, client roles and responsibilities, budget, ways of working (process, stakeholder management etc.)
• Aligned marketers and agencies to: target audience, target insight, core ‘organising idea’, global channel plan, tactics by channel, measurement & evaluation KPIs.
• Distillation, prioritisation and integration of the activation plans from 16 agencies into; a cohesive idea, channel plans and executional toolkits.
• An event for six hundred and fifty people held on a cruise ship visiting 4 ports in the Mediterranean.
• An extensive PR campaign, a global four part television show.
• Management of Tumblr, Pinterest, Youtube, Facebook, Twitter and eCRM
• A web-based World Class Cocktail Club.

The Outputs and Benefits:

• Full executional toolkits across 14 media channels into easily accessible ‘content bundles’
• NPS score of 77.