CHAMBORD: #ZHUZHITUP
Turning ATL into scroll-stopping content
︎︎︎Social strategy
︎︎︎Campaign development
︎︎︎Social content & production
︎︎︎Community management
THE TASK
Chambord had very high brand awareness but very low contextual awareness.
Chambord’s ATL campaign had already driven high levels of awareness, but the social was just cutdowns of the TV spots 😐 and was doing little to educate their audience on how and when to drink.
Chambord had very high brand awareness but very low contextual awareness.
Chambord’s ATL campaign had already driven high levels of awareness, but the social was just cutdowns of the TV spots 😐 and was doing little to educate their audience on how and when to drink.
OUR SOLUTION
We didn’t want Chambord to be just another drinks brand that posted serves - we needed an additional layer to spark social conversation.
Their consumers needed to know how and when to enjoy Chambord, but also an attitude they could connect with.
Our Person Behind The Platform approach helped us build a full picture of our target audience using social listening and focus groups (in IRL and online). We even had a night out with some of them, all in the name of research of course!
What we found was this audience didn’t want to change the world: they’re normal girls who like like to have a bit of an upgrade in their life once in awhile.
Through proactive community management we found the spaces where the girls were making their everyday upgrade decisions and seeded them with our visually stunning “Zhuzh It Up” social content.
We didn’t want Chambord to be just another drinks brand that posted serves - we needed an additional layer to spark social conversation.
Their consumers needed to know how and when to enjoy Chambord, but also an attitude they could connect with.
Our Person Behind The Platform approach helped us build a full picture of our target audience using social listening and focus groups (in IRL and online). We even had a night out with some of them, all in the name of research of course!
What we found was this audience didn’t want to change the world: they’re normal girls who like like to have a bit of an upgrade in their life once in awhile.
Through proactive community management we found the spaces where the girls were making their everyday upgrade decisions and seeded them with our visually stunning “Zhuzh It Up” social content.
THE RESULTS
The campaign was a hit with with our audience and increased our SOV by 56%.
Instagram content gained 6 million impressions with a 5.2% engagement rate (over double the industry average) and a 16% increase in YOY sales.
The campaign was a hit with with our audience and increased our SOV by 56%.
Instagram content gained 6 million impressions with a 5.2% engagement rate (over double the industry average) and a 16% increase in YOY sales.
“When the world turned upside down in 2020, the team at Communicator were right there to help position Chambord into a 'at home luxury', engaging influencers and inspiring our audience with thumb-stopping social content. We've seen growth through a difficult climate and Communicator have been pivotal to this success.”
- Emily Richardson, Head of Marketing
“When the world turned upside down in 2020, the team at Communicator were right there to help position Chambord into a 'at home luxury', engaging influencers and inspiring our audience with thumb-stopping social content. We've seen growth through a difficult climate and Communicator have been pivotal to this success.”
- Emily Richardson, Head of Marketing
Want us to zsuzsh up your content? Drop us a line!
︎︎︎hello@communicatorlondon.com
- Emily Richardson, Head of Marketing
Want us to zsuzsh up your content? Drop us a line!
︎︎︎hello@communicatorlondon.com
VISIT US
Zetland House
5-25 Scrutton St
Ground Floor, Units EFG
EC2A 4HJ
London
︎
Zetland House
5-25 Scrutton St
Ground Floor, Units EFG
EC2A 4HJ
London
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©2022 All rights reserved
Privacy Policy︎︎︎
DEI Commitment︎︎︎
Part of the Captivate Group
©2022 All rights reserved