BRIEF
At the heart of this iconic multi-category, premium lifestyle brand is its core fans: straight-talking, cynical and skeptical about marketing and advertising. Tasked with launching the brand into new markets via this core group, a "roots-up" strategy was activated –one that would entrench the brand into the local, hard-to-reach culture by identifying the legit crowds and neighbourhoods.
THE SOLUTION
Culture Blueprint Marketing mapped out local networks for recommendations and personal introductions - engaging prospect fans in collaborative and organic projects: creative and bespoke initiatives unique to their neighbourhood
and community. Sarah Feeney personally conducted a unique kind of self-created method research: living and working remotely - embedding Sailor Jerry Rum into the local culture to create brand awareness and revenue development. Culture Blueprints formed the backbone of the work with 40 created across a 7-year timeframe.
THE RESULT
A deep-dive into the local culture – engaged, new target consumers and influential partners, won new accounts and achieved extensive grass-roots influence and coverage.
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delivered 67 events across 8 countries with 10k people sampled and 2m reached online across one year
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helped take the business from 5,060-cases to 41,407-cases within 4 years in Australia
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positioned Sailor Jerry globally in 40 countries including Bali, Tokyo, Sydney, Moscow