Grand Marnier
Recreating the bar experience through social when going out wasn’t an option
Role: Social Strategy, Creative Lead
Scope: Campaign Strategy, Influencer Management, Creative Direction, Content Production, Community & Contest Management, Social Copywriting
THE CHALLENGE
Grand Marnier needed to strengthen its relevance and credibility with a younger, more diverse audience through a disruptive social campaign during a time when traditional summer experiences, from visiting bars to discovering new cocktails, were out of reach due to COVID-19 lockdowns. The challenge was to make a premium heritage spirit feel more accessible and culturally relevant, while creating a meaningful brand experience from home.
THE OPPORTUNITY
One year into the pandemic, people were craving the rituals of connection they had lost, discovering new places, sharing experiences and enjoying moments with others. The opportunity was to bring the energy and expertise of the bar experience into people’s homes through social, using interactive content, creator partnerships and personalized experiences to help Canadians rediscover the joy of making cocktails together, even while apart.
THE WORK
Turning a cocktail launch into an interactive social experience
We developed The Grand Match, a social-first campaign designed to connect Canadians with their ideal Grand Margarita and a bartender who matched their personality.
Through interactive Instagram Stories, audiences answered questions about their tastes and preferences, creating a personalized journey that matched them with one of five Grand Bartender personas: The Mixologist, The Showman, The Conversationalist, The Speedtender and The Publican.
To bring the experience to life, we partnered with influential bartenders across Canada to create unique Grand Margarita recipes inspired by their individual styles. Winners received curated cocktail kits and joined virtual masterclasses with their matched bartender, recreating the excitement and expertise of a bar experience from home.
Beyond the activation, we developed social content and creator assets designed to drive participation, showcase the versatility of the Grand Margarita and demonstrate how premium cocktail moments could be created anywhere.
THE IMPACT
The campaign generated 18.6M impressions, reached 3.7M Canadians and drove 603K engagements, achieving an average 16% engagement rate.
By combining interactive social storytelling with creator-led content and personalized experiences, Grand Marnier successfully created a more relevant, engaging brand experience for a younger audience, transforming a product launch into a moment of connection during an unprecedented time.