Launching an Afro Influencer Collective
When Martell Cognac launched Blue Swift to the UK market, an opportunity arose for the brand to connect with an audience of discerning and aspirational London-based West Africans through their love of high-energy parties and, most crucial, Afro-pop music.
Over the past decade, Afropop music has seen tremendous global success and within London, its increased popularity has not slowed down.
I formed an adoption strategy that entailed partnering up with a few tastemakers of the London Afro Music scene and executing a series of activations. This would be achieved by leveraging my personal relationships with these influencers and working closely with Martell’s Marketing Managers to curate these event experiences.
Creating an authentic connection
As with any global brand trying to make their mark on a cultural phenomenon, it was imperative that the audience perceived Martell as an authentic contributor to the scene and not ‘another big brand riding the wave’.
Close collaboration with these influencers would be key in ensuring the feel and vibe of these activations were present whilst Martell would play its part in enhancing these experiences with full cocktail sampling, asset design and event production. This way the audience was guaranteed a great time whilst enjoying their Martell Blue Swift cocktails.
Making that mark
The following six months of activity were filled with positive results:
- 10 hosted events
- Combined attendance of 2,200
- 9,000,000 reach on social
- 248,000 engagements (2.6% engagement rate)
- Branded photobooth that was designed for these events proved to be an effective method of delivering brand visibility via attendees’ social channels