EXPERIENTIAL + INFLUENCER
COURVOISIER GRAND ARMY: INFLUENCER PROGRAM
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.
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.
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.