Page 34 - Journal of Strategic Marketing Magazine - April 2019
P. 34
A global activation with employees
at grassroots level
For the second time, spirits company Bacardi created a magnificent, global marketing campaign
that required extensive planning and thorough internal communications, writes Michael Bratt.
T urning every employee into employees think like sales people and everywhere,” explains Portier.
The success of the campaign was
be closer to the consumers,” explains
a brand ambassador was the
central component of Bacardi’s
Francois Portier, area director for South
irstly measured on the number of
Back to the Bar brand awareness
on the ground. Aside from being
The scale of the campaign doubled
campaign. and East Africa at Bacardi. interactions Bacardi employees had
Coinciding with the 157 in size from last year, meaning that an activation in nature, Bacardi also
th
anniversary of the brand’s founding, co-ordinating the activities was a much used its social media platforms (and
more than 7 000 Bacardi employees bigger challenge in 2019. Internal those of all its employees) to spread
across 130 global cities visited over communications had to be spot on. the message further. With the belief
1 000 bars during a 16-hour period. Rather than have the global ofice co- that “all employees can inluence the
With the main aim of brand awareness, ordinate the goings-on, each individual business at a grassroots level”, Bacardi
the self-named primos and primas market was tasked with their own was looking to utilise home-grown
handed out cocktails to and interacted rollout. However, there were common Insta-inluencers from all levels of the
with patrons. Their presence was threads globally. business.
advertised beforehand through posters “As part of this brand’s culture, the
hung at the outlets, but the main The micro inluencer trend founders are very important to us and
communication with the consumers was “The look and feel of the campaign family is very important to us. This is
the activation itself. was made by the global ofice and why we used our employees, who are
“For us, irstly it’s to thank all our then the brand ambassador in each our family. It was very important to
customers who have supported our market, who was briefed by the global have internal involvement,” says Portier.
brand this year, and it’s important team, communicated it locally. And This approach plays on the new
internally for us to have all our the rollout happened on the same day micro-inluencer trend that has
p32 - Strategic Marketing
at grassroots level
For the second time, spirits company Bacardi created a magnificent, global marketing campaign
that required extensive planning and thorough internal communications, writes Michael Bratt.
T urning every employee into employees think like sales people and everywhere,” explains Portier.
The success of the campaign was
be closer to the consumers,” explains
a brand ambassador was the
central component of Bacardi’s
Francois Portier, area director for South
irstly measured on the number of
Back to the Bar brand awareness
on the ground. Aside from being
The scale of the campaign doubled
campaign. and East Africa at Bacardi. interactions Bacardi employees had
Coinciding with the 157 in size from last year, meaning that an activation in nature, Bacardi also
th
anniversary of the brand’s founding, co-ordinating the activities was a much used its social media platforms (and
more than 7 000 Bacardi employees bigger challenge in 2019. Internal those of all its employees) to spread
across 130 global cities visited over communications had to be spot on. the message further. With the belief
1 000 bars during a 16-hour period. Rather than have the global ofice co- that “all employees can inluence the
With the main aim of brand awareness, ordinate the goings-on, each individual business at a grassroots level”, Bacardi
the self-named primos and primas market was tasked with their own was looking to utilise home-grown
handed out cocktails to and interacted rollout. However, there were common Insta-inluencers from all levels of the
with patrons. Their presence was threads globally. business.
advertised beforehand through posters “As part of this brand’s culture, the
hung at the outlets, but the main The micro inluencer trend founders are very important to us and
communication with the consumers was “The look and feel of the campaign family is very important to us. This is
the activation itself. was made by the global ofice and why we used our employees, who are
“For us, irstly it’s to thank all our then the brand ambassador in each our family. It was very important to
customers who have supported our market, who was briefed by the global have internal involvement,” says Portier.
brand this year, and it’s important team, communicated it locally. And This approach plays on the new
internally for us to have all our the rollout happened on the same day micro-inluencer trend that has
p32 - Strategic Marketing
