Situation: Building Sales Velocity with Social Media

Diageo markets and sells premium alcoholic drinks, including spirits and beer. The Diageo “incubator brand” marketing team sought to introduce, market, and sell two nascent brands, including SIA, a scotch whisky blend, and Kikori, a Japanese whiskey. Both brands lacked a clear brand and content strategy , had limited creative assets, and a weak social media presence. Diageo wished to clearly define the brand positioning, create a new VIS, refresh the content strategy and increase sales in key markets.  The challenge? The spirit industry is a highly competitive, overly saturated market, and the partnership ensued just a few weeks before the crucial holiday season, so Roar Media had quite a challenge to deliver well – and fast.