GrandBeats Полянский Артем
This work
in other
nominations
Digital Campaigns
Task
How to increase reach of branded content and provide maximal audience’s engagement if you have to perform on dark market? Grant’s decided to show how to do it with use of impressive punches
Ideas and solutions
Before campaign development we undertook a study among consumers of whisky and strong spirits to find out who is our target audience, what does it like in ordinary life and what channels could be used for communications. We revealed that affinity index for category “visiting clubs” made 117%, whisky customers are advanced Internet users and have high interest to hip-hop culture, rap and electronic music. Based on this data we decided to create a great project GrantBeats on hip-hop territory, in which we involved such famous rap artists, as Karandash, Slim, Bumble Beezy, and The Flow –the most authoritative media about hip-hop culture in Russia. There Grant’s and mentors gave new artists a chance to take part into a project, which would turn them from no-names into heroes of The Flow! Users had to send applications with their best tracks for jury consideration. At the end, the winner had a possibility to work with professionals in a studio and to adopt their experience, take stylist’s advice, take part into a professional photo shoot, as well as perform at the party in Moscow legendary club Powerhouse. In April 2019 winner’s EP was released on the biggest music label Universal Music. Product was natively integrated into branded videos in reality-show format, into posts of influencers and The Flow, and on site of GrantBeats event. The integrated campaign was carried out in communication channels: media platforms The Flow, influencers, social media and event. Results: 6 071 905 campaign reach; 1 821 572 number of unique users; 120 000 likes on the project page; 3 700 comments; 2 500 000 video views on YouTube and VK; 20% Grant’s whisky sales growth in 2018; 45% sales growth in December 2018 in comparison with December 20;
