Bacardi
WE ARE THE NIGHT
在中国我们对百加得的定位是酒吧派对饮品,而非仅仅局限于鸡尾酒的调制基酒。 通过“  夜玩者”活动,我们在上海、北京、成都、重庆、广州、杭州、南京、深圳的50个 夜店收集了真实的派对故事,并且在数字平台上播出,我们称为“  百加得夜玩者 TV”在全中国的青年人之中传播十分广泛。
We repositioned Bacardi in China as a party drink for clubbers instead of limiting it to its association with cocktails. Through the "We Are the Night" campaign, we collected authentic party stories across 50 outlets in Shanghai, Beijing, Chengdu, Chongqing, Guangzhou, Hangzhou, Nanjing, and Shenzhen, and broadcasted them on a digital video platform we created called “Bacardi We Are the Night TV”. This resulted in endless video content online on party and youth culture all over China.
成效:
百加得销量增加了15%
新增出口增加8%
超过1500个视频,150,000股,超过8万的点击量
RESULTS:
15% increase in Bacardi bottle sales
8% increase in new outlet conversions
Over 1500 videos, 150,000 shares, and over 800,00 views