Through our research, we found a lack of premium branded content for the older, successful male demographic. The alcoholic beverage market was saturated with content that had no appeal for more refined, proven sensibilities. Going against the grain, we created a series that embodied more traditional values, and casted a group of successful, artistic adults to appeal to our target market.

By leveraging our relationships with client and distributor, we created a unique content partnership between Esquire and Chivas rarely found in the branded content sphere. Both benefited from the partnership and created something unique for distributor and client. Both parties added value to the project, sometimes even without charge (Esquire created and delivered free advertising for Chivas).

By creating such a strong partnership, we were able to avoid many of the plagues associated with branded content distribution.

Aiming for Chivas's ~35 year old, successful male demographic, we pulled together an ensemble cast of hidden talent and well-known names to drive a faithful, yet curious audience to BROTHERHOOD. Drawing on the success of names like Jason Sudeikis and Brandon Boyd and promoting through their social, we were able to drive a consistent audience for Esquire and surprise them with the more obscure talents of Batiste, Chow, Mooser, and Fouquet. For Esquire, the series was a great way to deliver their signature content; therefore, they greatly aided in the promotion and ultimate success of the series.

The campaign was a massive success for Chivas and Esquire, resulting in 2.5M television promo impressions,1.0M print promo impressions, 27.6M digital promo impressions, 475k+ minutes spent on the landing page, and 850k+ digital views of the various branded webisodes. Chivas was able to increase its social value immeasurably through the branded events and the swath of organic equity embedded in the series.

With the main goal of increasing brand loyalty, we were ultimately able to drive an 8.8% increase in Chivas’s loyalty club membership. All in all, we thoroughly exceeded the expectations of both client and distributor.