Chivas Regal injects R240K into the entrepreneurial economy with #BusinessUnusual Instagram TV campaign
The Challenge
Chivas Regal is a blended Scotch whiskey produced by Chivas Brothers, which is part of Pernod Ricard. At the inception of lockdown with the banning of alcohol sales the brand needed to pivot their digital strategy in order to stay top-of-mind and reinforce brand familiarity. This needed to be done in a way which was aligned to the “Success Is A Blend” brand mantra while also considering the climate created by the pandemic. Enter, #BusinessUnusual – An Instagram TV interview series hosted by Andile Khumalo which was designed to provide a platform for various industry thought leaders to share their origin stories, business adventures and insights into how to survive as a business during current COVID-19 context. Senior Brand Manager says “At Chivas Regal, success is a blend. So, just as we blend whiskies to create an award-winning scotch, ‘Business Unusual’ blends new business challenges with expert advice”
Our Approach
We collaborated with 8 influencers (1 host and 7 guests) on the #BusinessUnusual series over a 2-month period. The show was hosted by seasoned entrepreneur and media personality Andile Khumalo who guided each conversation with various industry thought leaders to share their origin stories, business adventures and insights into how to survive as a business during the current COVID-19 context. In additional to the insights from each interview, Chivas Regal gave away a share of R240 000 from their marketing budget in funding to help small business and budding entrepreneurs with a much-needed cash injection.
- Selecting the right influencers with relevant stories and expertise was crucial to the success of the campaign
- Competition mechanic for each episode where viewers stood a chance to win a cash injection into their businesses in order to drive engagement and participation
- Paid advertorial campaign with Business Insider to reach a wider audience relevant to the campaign and brand messaging
The Results
500 000
impressions
5400
live viewers
8
live IGTV interviews
R240 000
funds invested
Executed during my stint at MSL