Attracting and speaking with women of color that would not engage despite aggressive brand marketing.
It was a monumental task Brown Forman was faced with, and their leadership did not believe it could be done.
The women proved to be continually uninterested and unsupportive of the company’s brands.
Brown Forman reached out to OVG for help.
So, we came in, took the task from their hands, rolled up our sleeves, and went to work.
Using three market-focused experiential events held in the Southeast, we aimed to introduce the brand and sample their specific products – bourbon, scotch, and whiskey - to women of color.
Then, we launched a strategic marketing campaign using social media, networking, emails, and newsletters to engage the target market further while gathering essential information that can be used for future product and brand innovation.
Here’s what happened.
Five million impressions, 12,000 RSVPs, and 12,000 consumer leads later, 2,500 surveys were collected on-site, over 4,000 women attended, and more than 50,000 viewers watched the events’ recaps on social media.