Smirnoff

Problem

Smirnoff was facing steep competition in the crowded vodka category and wanted a way to leapfrop competition and get closer to their customers. They wanted a way to develop and maintain a loyal customer following. Their experience with traditional media wasn't working and they recognized that the energy in the brand's relationship had shifted from them to the consumer.

Social Media Solution

To accomplish their brand objectives they decided to change their branding theme from "Clearly Original" to "Be There." To introduce this new approach they cut way back on traditional advertising and decided to sponsor a series of local social events where consumers could create buzz in advance and tell their friends, "Be there." To foster engagement for these events, the company created several integrated social media campaigns using Facebook, Twitter, Flickr and YouTube. In addition, with their Facebook campaign, they asked consumers what cocktails they would like to be served and what music should be played at these events.

Success

Based on its early success with Smirnoff, the company is considering using this social media model with their other brands including Guinness – a brand with a 250-year-old history.