Throughout the 20 global markets, branded digital content is an increasingly popular means to reaching the highly desirable Millennial audience. However, as a global content campaign, it was essential that we keep the material flexible enough to satisfy local market contexts. Specifically, for alcohol brands different markets have different codes of ethics regarding showing alcoholic situations. We needed to ensure that without sacrificing consistency or creative integrity that we were able to satisfy even the most stringent codes found in markets like Canada, US and Russia.

We sought to gain the attention of affluent and ambitious 25-34 year olds. We had to compete for their attention against the likes of Netflix, Vemo and HBO for their attention. We worked to draw them in by creating content that could translate across the mediums they engaged with. Music video elements were created and distributed through Facebook and YouTube while a mastered track was made available for free download on iTunes and stream on Spotify.

The campaign connected with our key target in markets around the globe. The campaign was covered in target-resonant publications including Esquire, Huffington Post and CoolHunting. In the month since launch, the campaign has achieved over 20,000 song downloads and 3,000,000 YouTube views. Additionally, social tracking revealed a positive lift in social engagement and sentiment since campaign launch.