THE STOOP LIFE MOVEMENT by Ketchum New York for Absolut

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THE STOOP LIFE MOVEMENT

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Industry Vodka
Media Promo & PR, Case study
Market United States
Agency Ketchum New York
Released August 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: ABSOLUT
Product/Service: LAUNCH OF ABSOLUT BROOKLYN
Vice President, Group Manager: Sara Garibaldi (Ketchum)
Vice President, Director of Consumer Technology: Abby Hodes (Ketchum)
Senior Account Executive: Alison McGlone (Ketchum)
Senior Account Executive: Lindsay Rondeau (Ketchum)
Media placement: Press Release - Village Voice, NY Daily News, Grub Street, NY Magazine, Asylum - June 3, 2010
Media placement: Blogfest Media Alert - WSJ, NY1, The Brooklyn Paper, Brooklyn Heights, Only The Blog Knows Brooklyn, Ef - June 8, 2010
Media placement: Habitat Media Alert - Brooklyn The Borough - June 9, 2010
Media placement: Pitch To Interview Spike - Time Out New York, Gothamist, Talk Stoop - June 8, 2010
Media placement: Launch Media Alert - NY Post: Page Six, ESPN - June 10, 2010
Media placement: Brooklyn Industries Fact Sheet - Fashion Indie, Grub Street - June 14, 2010

Summary of the Campaign
In the last few years, Absolut has "distilled" some of the most unique spirits in America.
It’s all part of a strategy that capitalizes on the growing demand for flavoured vodkas, by launching a series of limited-edition flavours, each one celebrating famous hometowns.
Since 2007, there have been four: NEW ORLEANS, LOS ANGELES, BOSTON and most recently - ABSOLUT BROOKLYN.

Absolut® Brooklyn was unveiled in June 2010, in collaboration with filmmaker Spike Lee.
Spike designed the bottle to depict what he envisioned as the cornerstone of his beloved borough – a brownstone stoop.

The PR team was tasked with elevating Absolut Brooklyn to "cult status" given the celebrity collaboration and aggressive sales objectives. Absolut knew that a celebrity campaign pushed out by a big corporation might lack the "street cred" needed in a borough that prides itself on local culture. The campaign needed a unique, local approach to take root and spread organically.

The result was a "stoop life movement," led by strategic partnerships, that generated wide spread awareness and excitement for the new flavour. Only five months after launch, sales figures exceeded expectations by more than 50% and Absolut Brooklyn became the most successful city series to date.

The Situation
Some of the most influential artists, athletes and writers of all time were born, raised or inspired by Brooklyn. Deeply rooted in community and culture and stereotypically opinionated, the borough is universally known as existing proudly on the "other side" of Manhattan. Absolut saw this equally as a fantastic opportunity and a grave challenge. The PR team was tasked with elevating Absolut Brooklyn to "cult status," given the celebrity collaboration and aggressive sales objectives. The challenge was that it would only work if done in a way that was authentic and genuine among this hard-to-impress audience.

The Goal
Goals:
- Deplete 20K cases
- Drive awareness and consideration
- Exceed media impressions of all previous city series launches

Target: Educated, professional men and women, ages 21-29, living in metropolitan areas.

Research Conducted: Secondary and primary research, diving deep into Brooklyn through media articles, books and blog posts, to reveal that Brooklyn is: artistic & influential; home to influencers of media, art, music, film, and fashion. 1 in every 7 Americans can trace their roots back to their home.

A Source of Pride: "The Stoop" resonates no matter where in Brooklyn you live.

The Strategy
Inspired by the bottle design, "Stoop Life" was born – a campaign that would energize a grassroots movement to celebrate the artistic culture that thrives when Brooklyn locals gather on a stoop.

To give "street cred" to the campaign and allow the brand to appeal to a wider variety of media and consumer passion points, the team set out to identify target-right, Brooklyn partners – in art, fashion, music and charity – to help fuel the movement.

To kick-off the movement and help create authentic consideration for the flavour, PR engaged Brooklyn’s influential and opinionated Bloggers to spread buzz, even more so than traditional media.

Given the strategy of tapping bloggers and the online presence of Absolut’s target audience – the team put social media at the campaign’s centre, something not done in previous City campaigns.

Execution
Celebrating Bloggers:
Brooklyn Blogfest served as the official launch. With 350+ bloggers in attendance, Spike Lee introduced BrooklynStoopLife.com.

Aggregating the Movement:
Simultaneously, the team worked to secure nine blogger partners to help kick off the "Stoop Life" movement by writing a "stoop story", which was aggregated on www.BrooklynStoopLife.com, a destination that brought the movement together through an RSS feed of blog posts, Twitter, Flickr and Facebook.

Building Stoops:
The team hosted a press conference/check presentation of $50K for charity partner, Habitat for Humanity-NYC.

Fashion for a Cause:
The team worked with Brooklyn Industries and local designer Fuse Green on a limited-edition "stoop life" t-shirt which was sold online/in-store at stores in the area. A portion of proceeds benefited Habitat.

Launch Celebration:
PR secured 57 media to attend the launch party.

Staying Social:
Every program and partnership was shared online, so anyone could join the movement!

Documented Results
Strengthened Reputation:
• Total awareness nearly tripled among the core target and after the launch 8x as many consumers would consider purchasing Absolut Brooklyn.

Record Sales:
• Total depletions exceeded in more than 50% the original expectation (35K)

Blogger Success Story:
• Doubled media impressions of the previously most successful city series.
o Movement drove coverage in more than 30 Brooklyn-specific blogs, in 100% of local market NY publications and on national sites like: Huffington Post, Slashfood, CHOW, NY Magazine and Asylum
o Positive reviews for the flavour, inclusion of all key messages/partnerships
• Awarded the 2010 “Blog Worthy Award” for best outreach to the blogger community in Spirits Category, beating Bacardi and CIROC (Bacardi was the sponsor)
• BrooklynStoopLife.com drove 1,850 "likes" and 480 comments on Facebook, more than 2,500 tweets and reached more than 2.5 million followers.