Breaking the ice can be tough, so to capture the attention of American consumers, Grand Marnier knew it had to do more than produce catchy print ads. It needed to build the kind of relationship with existing consumers that would put their brand at the center of their demographic's social circle.
To get the party going, we created a marketing campaign that used innovative online strategies and offline promotions to help breathe life into Grand Marnier's relationship with the U.S. market.
We started with the idea that important conversations are accompanied by Grand Marnier, and designed a Web site to move people from the virtual world into the social world where conversation counts. Tying the site together was the image of the "Conversation Circle," a charmed space where important conversations happen. We emphasized this idea with circular images, and provided content and activities to underscore Grand Marnier's connection with meaningful conversation. With engaging interactive features, such as polls, tips for hosting great social gatherings, and an email invitation service, we provided social prompts to spark conversation and encourage consumers to connect.
The final word? Our innovative, multi-pronged approach really got the conversation flowing.