© 2019 by Stel Bernardo

EXPERIENTIAL + INFLUENCER

COURVOISIER GRAND ARMY: INFLUENCER PROGRAM

THE BRIEF

Courvoisier came to us not really knowing what they were going to do for the brand in 2016. From extensive research, they discovered that there's a specific target who drinks Courvoisier and that we need to connect with them and tap into their lifestyles.

THE SOLUTION

We created an influencer program in cities where this target market live - CHI, ATL, DC, NY, and MIA. Using partnerships with influencers, we were able to create the Courvoisier Grand Army, where we took to the streets and partnered with well-known local influencer-photographers to capture people who had style. For those who posted their photos online, they'll get an invitation to a party with a partnered celebrity or influencer. We also used our partnerships with influencers to create online content - especially with having the product in their hands at on-premise locations and rewarding off-premise, trendy locations with a bottle of Courvoisier. 

Influencer parties included: All Summa for on-premise activations and Wiz Khalifa for a concert in Chicago, Mali Hunter with a party at Tree Sound Studios for Atlanta, Dre The Mayor for on-premise activations in DC, A Tribe Called Quest for their album launch at MoMA in NYC, and Hebru Brantley at Art Basel for Miami.

MY RESPONSIBILITY

I was the Creative Strategist on the team, specifically worked on: writing pitch decks, designed menus and banners for on-premise parties, worked with photographers as their main contact during shoots, and edited the photos to add a watermark and filter before sending out to consumers.

CHICAGO, AUGUST 2016 

ATLANTA, SEPTEMBER 2016

DC, OCTOBER 2016

NYC, NOVEMBER 2016

MIAMI, DECEMBER 2016