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URL: http://www.facebook.com/CaptainMorganGB
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Key Industries:
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Key Sectors:
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Content Management
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Digital Marketing
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Social Media
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Diageo
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Brief
Diageo needed to develop a digital strategy to promote the introduction of Captain Morgan’s Spiced (formerly Morgan’s Spiced) in the UK by creating and amplifying content that consumers would engage with and share. Social media channels were to take a lead role in the communications plan, helping to seed the Captain and develop his personality and fan base.
Strategy
RPM took over the Morgan’s Spiced Facebook page and management of the community, developing a content plan that included transition to the Captain and ongoing recruitment strategies, working closely with the Global team to implement and manage UK-specific activity.
Execution
Our execution included a range of activations including outbound eComms driving page traffic and Likes, a competition-based app offering visitors the chance to win Limited Edition stock, digital amplification of PR and offline events, Facebook ad campaigns, local implementation of globally-led campaigns and, not least, engaging conversation and dialogue with the community.
Results
Since the transition to Captain Morgan’s Spiced, the Facebook community has grown from 16,000 to over 62,000 (as of October 2011). Rather than look solely at the number of Likes, levels of engagement are equally, if not more important.
There are over 100,000 monthly active users (October 2011), an increase of 24 per cent over the previous month. Similarly post views and post feedback are up by 55 per cent and 42 per cent respectively.
Our wall posts regularly achieve well over 0.2 per cent feedback, with some reaching over 1 per cent reflecting a very engaged community. Our outbound eComms have exceeded Diageo average open and click through rates.
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