In order for Hennessy drink recipe and product content to stand out from competitors, attract interest from an expanded audience, and to increase the shareability of brand content, we developed industry-first creative social content such as recipe videos and GIFs, stop motion animation, and interactive event promotions. Social content incorporated an updated brand voice, elevated brand narrative, and fresh art direction to match the expanded super premium spirits audience set.

Social content was strategically placed on Instagram, Facebook, Twitter, Tumblr, and YouTube according to audience, product tier, and right-time moments. Hennessy's big brand stories of 2015 (250th Anniversary, Limited Edition Bottle, etc.) were supported by social as tentpole activities but brand content was constantly "on" throughout the year, encouraging discovery and engagement.

In order to ensure content was constantly optimized to serve these audiences, we developed strategic paid targeting programs and measured performance using proprietary tools, revealing the effectiveness of content and the potential for advocacy.

Tier 2: In 2015, social content garnered a 46% increase in purchase intent for non-drinkers while at the same time lifting existing audience purchase intent by 8%, proving we were successful in executing against our strategy.

Tier 3: Recipe content alone increased purchase intent by 36% and overall, Hennessy saw a 35% increase in followers across social platforms.