Grey Goose Vodka x FASHION Couture Cocktails

Luxury vodka brand GREY GOOSE Vodka sought a fresh and engaging way to connect with a discerning, fashion-conscious audience during the excitement of Paris Fashion Week. The brand aimed to showcase its association with sophistication, style and the art of elevated experiences.

Content

• Runway Inspiration, Transformed: As Canada’s trusted authority when it comes to following fashion trends, FASHION was the perfect partner. George Antonopoulos, FASHION’s Senior Creative Director, selected three standout looks from the Paris Haute Couture Spring 2024 collections. These looks were then translated into three bespoke cocktails, crafted by GREY GOOSE Global Director of Brand Experience, Joe McCanta.
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• Immersive Storytelling: The collaboration was brought to life through a curated photo and video shoot spotlighting the cocktails, their inspirations and the essence of GREY GOOSE Vodka. Content marketing assets included a custom digital destination on FASHION's website, complete with an article, stunning photography and recipe videos for the three custom cocktails.
   
• Brand amplification: To maximize the campaign's impact, we leveraged FASHION's powerful digital presence and engaged audience. This multifaceted approach included dedicated features on FASHION's website, targeted digital advertising across the site, a robust social media marketing strategy and promotion in FASHION’s newsletter.

‍Event

• To generate excitement and deepen audience engagement, we hosted an exclusive cocktail soirée in Toronto, drawing inspiration from Paris Fashion Week with tasteful nods to GREY GOOSE Vodka's brand identity woven through the décor and ambiance. Key influencers and media figures within the fashion and lifestyle space were invited to experience the evening, generating significant buzz. Professional photography and videography captured the event's highlights, while encouraging user-generated style content organically extended the campaign's reach. Post-event, we amplified the collaboration's lifespan with a vibrant sizzle reel, engaging photos, and a post-event article published on FASHION's website and amplified on social, showcasing the event's success.

• Campaign Overdelivery: The campaign achieved an impressive reach, generating millions of total impressions, significantly exceeding initial targets by 115%.
• Video Success: Video content played a pivotal role in the campaign, garnering a total of 333,928 views and effectively showcasing the event's exquisite atmosphere.
• Brand Alignment: The collaboration effectively positioned GREY GOOSE Vodka within the realm of high fashion, reinforcing its image as a luxury spirit associated with style and sophistication.

"Our collaboration with FASHION enabled us to expand our existing footprint in fashion by tapping in with influential figures in the fashion realm and seamlessly integrating into a culturally significant event, Paris Fashion Week. They expertly intertwined haute couture and mixology to  effortlessly bringing our vision to life through captivating imagery, compelling editorial content, and engaging events." - Kate Watson, Senior Brand Manager at GREY GOOSE Vodka