CASE STUDY: Russian Standard Vodka reach new consumers
Provided by Bauer Media
The brand uses Bauer portfolio to feature modern Russia through fashion, music and film.
What was the Challenge / Background of the Campaign?
Russian Standard Vodka's global marketing strategy centres on the power of authenticity. Russian Standard Vodka is one of the most authentic premium vodkas in the world. It is made in Russia with Russian ingredients, distilled in Russia, bottled in Russia, sold in Russia and 1 in Russia. The challenge was to reach new consumers in a new way but retain this authenticity. Research identified key areas of interest for the RSV drinker were fashion, music and film. We matched Bauer platforms to these specialist areas.
What was the Campaign Objective?
Utilising the Bauer portfolio to feature modern Russia through fashion, music and film to drive traffic to the Meet the Russian Standard (MTRS) website, to create a microsite to drive consumers to enter a competition online and to guarantee 30,000 unique users.
What was the Solution?
Radio - (Kiss) ownership of Saturday night Kiss, plus bespoke mixes and MTRS promotion on Drive.
TV - (Q, Kiss,4Music) Creation of 'The Fix' - mini programmes dedicated to music, fashion and film, plus a viewer-created RSC music zone. Plus, promotions and competitions.
Press - (Empire, Grazia, Q) MTRS advertorials exploring Russian influences in fashion, film and music.
Online - Creation of a microsite to house specialist content. Links to MTRS site for competition entry.
What were the Results?
This was a very successful campaign which exceeded all benchmarks and over delivered on value. The radio promotional activity reached 1.5m listeners and over delivered by 26%. The sponsorship activity reached 2.3m listeners and over delivered on impacts by 53%. The press campaign was also a success, reaching 1.2m of adults aged 18-34 in the UK. The TV activity over delivered by 50% on TVR's and 34% on value. There were over 18,000 clicks to the MTRS website and the Bauer microsite exceeded target on users and achieved a strong engagement and high dwell time.