In the last 5-10 years, MARTINI became slightly old-fashioned and lost relevancy with younger consumers.

Our objective was to re-engage and recruit younger consumers, who aspire to intense living and success in the social arena.

We had to do it while staying true to the brand philosophy, which is crystalized in our tagline: Luck Is An Attitude.

Tapping on two subjects we knew are hot triggers for our audience, FASHION and FAME, we created

a giant, social-media-powered Casting, allowing one of our fans to become the star of the next MARTINI TVC. To ensure high participation, we gave away a prize young women can’t refuse: 12 pairs of Louboutin shoes.

We had a dreamy prize: fame and pairs of Louboutin.

So our media strategy was divided in two: on one side, seed the Casting Call where confident, stylish women like to hang out; on the other, advertise the content to men and women looking for entertaining experiences. And along the process, encourage human media to work as hard as possible through voting and sharing dynamics.

Indeed, every stage of the casting was designed to provoke the audience to push their own luck.

To create anticipation around the casting, PR, TV, online, print and social media activation challenged women around the world to access Martini Facebook page to raise to fame gather as many likes as possible.

The finals of the casting became an entertainment series shown on facebook.com/MARTINI.

And at the end, the Royale casting winner, Barbara Gonzales, got the lead role in the new MARTINI commercial… and the pairs of Louboutin she stylishly fought for.

The Royale Casting managed to recruit a younger audience and keep them engaged for the whole duration of the campaign:

- 3,500 women from 23 countries uploaded videos

- MARTINI Facebook Community increased by 55% (650k new fans)

- The engagement got to record levels and was maintained during the whole duration of the casting, with a 25% average engagement growth.

- The content managed to attract around 30k views a day.

And it helped put Martini back in the young adult mass media, as the casting generated 1,135 pieces of editorial, accounting for more than 16 millions euros in earned media.