Our mission was to bring forward a conversation on sustainability by bringing together key influencers and change-makers in the NYC area while aligning with the existing platform of bartenders and mixologists from the Taste of Summer cocktail competition program. We created a Digital Campaign and video series to tell the story of 6 hand selected key influencers that shared the brand’s missions at hand to spread a common sentiment across their feeds about sustainability and the importance of reducing single-use plastics in a strategic video release online and pop-up event which gathered key target consumers to experience the panel and conversations directly.
Our objectives met:
- Trade Advocacy –including Bartenders who believe in and support the quality of Mount Gay Rum
- On-Premise – including local accounts to partner with whose daily focus embodies making a ”going green” model in their sustainability focused farm to table restaurant, Brooklyn’s Lighthouse hosted our filmed roundtable discussion
- Social Media /Online Presence- including both bloggers to business owners who dedicate their efforts to accessible fresh and local foods, flavor, and reusable items to make change.
- Combined Digital and Social Media Followers - 192k+
- 600k Impressions
We created story telling through social media strategy with social impact and influencer support both in short film and in the post event experience.