From the course: Learning Cultural Strategy for Design
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Comms ecosystem
- So now that we've come up with a strong strategic proposition, we've got a comms plan that we're happy with and we've got a creative idea of play with time, tt's time for us now to create an ecosystem of how the Martini brand can come to life and where it can behave. We have understood our consumer barriers. We looked at the comms plan and we've created various different assets that will live in the world. What I'd like to do now is to share with you four different pieces of work or assets that we've built to show how we've brought the Martini brand back to life. The first thing we did was to create an experiential event called a terrazas, where we interacted with people on the ground creating loads of different ways for them to taste and experience the brand, right in their hands. Next, we partnered with various influencers, based on our audience's social media habits, looking at what they were watching and who they were engaging with on social media from Instagram, Facebook and…
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