Situation:

Bacardi, with its expertise in cocktails, has been working on cocktail cultivation in Chinese market for long time. However, in China, people often party with baijiu (a clear alcoholic drink usually distilled from rice) and have developed deep-rooted drinking patterns. Young generation in china has known little about cocktail culture.

Brief:

We break the barrier towards making cocktail and attract more young consumers to experience the art of mixing & matching cocktails through an innovative and entertaining approach.

Objectives:

Create topics, improve Bacardi brand awareness, influence and conversions.

Budget:

Within 1,000,000 RMB (small budget)

Project scale:

National Wide, Tier 1 City, Online Platform

It is world’s first modular cocktail chocolate. Chocolates, as the most popular sweets among young people, are melted into building blocks. Each one infused with one of the ingredients in Bacardi’s signature cocktails ( Mojito and Cuba Libres), such as lime, cola, mint, white and gold rum. Consumers can whip up Bacardi’s signature cocktails in seconds, or create their ownl recipe by mixing and matching. It’s the most fun and hassle free “bartending” experience.

• Data gathering

Jingdong Data Management Platform

• Target audience (consumer demographic/individuals/ organizations)

young generation that pursue fashion and trends (aged between 25 to 45)

• Relevance to platform

Today, 3rd party ecommerce platform moves away from transactional-focused to relationship-focused, of which the shift makes sense for brands to come up with a brand experience designed specifically for ecommerce only.

• Approach

Young people advocate culture of ‘play and share’. The unique and limited modular cocktail chocolate can improve young people’s cognition and contact towards western spirits and activate the desire to buy in the fun of mix & match. Besides, the innovative idea is eye-catching on social media. Influencers first join in the play and normal users spontaneously follow the trend and generated their own content on social media, which further expand the communication effects.

• Implementation

Innovative and entertaining mix & match video of the modular cocktail chocolate and clear instructions in the package, make complicated cocktail culture and diverse match methods simpler and creative to consumers, which achieved the goal of cocktail culture cultivation.

Together with social influencers, we accomplished homemade cocktail education targeting young consumers in no time. With participation and shares on social platforms, the campaign had successfully earned second transmission of social medias.

In the deep cooperation, we got the traffic resource on Jingdong platform by providing unique product experience and co-create the E-commerce carnival of Bacardi JD Brand Day.

• Timeline

December 2018

• Placement

social platforms(Weibo, Wechat, Tik Tok and Redbook)and Jingdong E-commerce platform

• Scale

1,235 K people saw Weibo hot topic # Bacardi modular cocktail chocolate# and over 600K people had shared on social platforms. The impression of Bacardi Jingdong Brand Day reached 20 millions.

Value added to brand

Bacardi had a 25% growth on product page UV, 24% growth on orders and 700% growth on sales. Impressions of JD Brand Day reached a total of 20 million.

Value for consumer

Simple but entertaining lego modeling and cocktail which easily go viral, these two elements connect Bacardi and fashionable young generation.

Reach/cultural impact

1,235 K people saw Weibo hot topic # Bacardi modular cocktail chocolate# and over 600K people had shared on social platforms. Through our advertising campaign, more young people got a chance to experience the fun of mixing-and-matching cocktails.

Sales

Sales on E-commerce platform in that month has a year-on-year growth of 700%.

Achievement against brief

Sales in December which was normally a slack season, skyrocketed during the biggest E-commerce festival in China, Double 11 (equivalent of black Friday in the US).

Other KPIs

Impressions on Bacardi Jingdong Brand Day reached 20 million.