Digital

Digital & Integrated Communications

Audiences live in a surround sound of content – all day, everyday
In today’s modern media ecosystem, our expert platform fluency teams create ONE CONNECTED EXPERIENCE for audiences and brands to talk to each other.
ABOUT THE SERVICE

MWW uses research & analytics to create an audience-first approach and leverages platform insights to build discoverable content

Taking Diplomatico from the Beach to the Top Shelf

Challenge:

Create and execute the first-ever, national US integrated campaign for independent premium rum master Diplomático.

Approach:

  • Identified Diplomático’s target “premium spirits” US audience and leveraged data and insights to identify over-indexing media outlets to target, which spokesperson to bring on board, as well as data-driven strategies for targeted paid media, brand social media, influencers, and e-Commerce
  • Enlisted Celebrity Chef Michael Symon and a diverse group of influencers in 5 target markets to drive media coverage for “The Heart of Rum” campaign, as well as anchor a targeted paid media campaign to generate buzz and drive conversion with current and new brand fans, retailers, and e-Commerce partners

Impact:

  • Drove coverage in consumer outlets (including Rolling Stone, Men’s Journal, GMA/ ABC, Town & Country) that over-index with their current and expanded audiences
  • +703% PR reach YoY, and more traditional media impressions than their five closest competitors combined
  • Reached 42% of the “premium spirits” target US audience in year one
  • Holistic campaign helped Diplomático expand with current retailers, e-Commerce partners, and hospitality customers, driving 30%+ YoY volume growth, significantly outpacing the general rum category, and making it one of the leaders in premium rum
Category
Audience. Algorithm, Editor. One Connected Experience

Today’s media landscape is saturated with a clutter of content. It requires our clients to go further to deliver and drive an emotional connection.

Harnessing platform-dominated media requires a deep understanding of what’s driving editors and influencing algorithms. Our Platform Fluency Initiative is designed to live as an interactive curriculum on platform features and functions, story-telling trends and techniques, and how editors and influencers are using them to create and advance content.

The New Top Tier / We deliver impact and talkability by leveraging data and analytics from 1CX® to understand where our audiences are and where else they may want to go. We know what is critical to editors, influencers and the algorithm’s impact in today’s platform-first content discovery.

SUPERCHARGED STORYTELLING / We create stories and tap into media insiders and culture shaping influencers. This helps us deliver impactful brand content that can take brands to new places and spaces and is targeted and amplified through integrations and paid media.

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