Overview

Integrating traditional and social media to build a successful brand

The Captain Morgan brand is the third biggest and the fastest growing spirit brand within the top 20 globally. With a presence that extends to six continents, Captain Morgan is committed to ‘conquering new territories’ and strengthening its position in the spirits market on a global scale.

Challenge

Connecting a global brand to a new global following.

Embed the addition of the Captain Morgan figurehead to the title and the label of the brand, distinguishing the brand in the ever-competitive spirits marketplace.

How do you ‘conquer new territories’ in the spirits market on a global scale.

We needed to ensure the capmpaign resonated globally with the defined target market of 18-25 year olds.

Approach

We got inspired by the 17th century Welsh buccaneer, Captain Henry Morgan (1635–88) who eventually became Governor of Jamaica.

A one month period of brand enaggement with Diageo and it's research and data. Distilling market knowledge and understanding into the Design and Social media teams at Edelman. Ensuring a competency of knowledge around the drinks market.

At Edelman Digital London, my team took charge of every aspect of the campaign, from concept and creative direction to design (both digital and physical), tech build, and ongoing management. We ensured every element was on-brand, on time, and within budget. Edelman PR handled engagements, impact, and digital campaign metrics. As part of the broader Edelman team, we collaborated daily from our London office, ensuring seamless execution and alignment throughout the campaign.

Based on our research and market understanding, we chose to focus on the brand’s personality, Sir Henry Morgan, over the drink itself. We crafted a fun-loving persona for Sir Henry, symbolising legendary times to appeal to the 18–24-year-old market. This strategy was informed by research from Edelman and data from Diageo.

Built a global platform for "The Captains Island" on Social Media platforms such as Facebook application, driving engagement through TV, advertising, on and off-line marketing, product and sales promotion. Encompassing Digital, PR, Above the line and product.

The campaign offered consumers the chance to win a three-day trip to a Caribbean island and a share of a US$15,000 prize pool. Teams form across the globe battled it out to collect on pack keys, unlock and complete legendary digital challenges and earn their place on the "Captains Island" for the ultimate prize of becoming Captain Morgan crew... and getting some cash.

Brand association - Hollywood actress and star of American Beauty, Mena Suvari, fronted the campaign to “tell the story” of The Captain’s Island. Driving further reach and uptake.

To participate in The Captain’s Island, consumers had to join the Captain’s Facebook ‘crew’, which stood at over two million people globally. Entrants then had to collect five ‘keys’ to enter the campaign, which were available on special promotional packs, through online challenges and via on-trade purchases.

Rented an entire island in caribbean to act as a focal point for teams to strive towards and hold the final "Island games" to identify the winning pirate team.

Working with a global network of Art Directors and production companies, filming, editing and delivering content, whilst ensuring creative and brand direction across entire campaign. Centralising all decisioning to Edelman Digital and PR for overall control.

Outcome

This achieved the largest outreach and engagement for any Diageo brand entering new markets.

Dital reach - 118,000 facebook application players, 490,000 new fans, 8.8 Million amplification, 17.7% engagement rate

Above the line - 618,000 videos viewed online

PR - $25 million - Media Share RoI, over 1,800 pieces of coverage

Product - 1 in 5 who played application (facebook) purchased, with over 30,000 on-pack keys collected

Global reach with teams competing from UK, US, Australia, Pereu, Mexico, Agentina, Costa Rica, Cananda, France , Germany, Netherlands, Ireland, czech Republic and many more...

Captain Morgan brand manager, emphasised, ‘Captain Morgan has been reborn as an iconic brand which is all about fun and partying. The Captain Morgan character now has celebrity status in the US and other markets and we are excited to be introducing this rebellious, yet playful personality through our digital and on-trade activity.Captain Morgan will now more than ever appeal to our consumers not only for being a well-known premium-quality brand, but also as a legendary partier.’

Global marketing director for Captain Morgan, said: “We know our consumers are highly active in social media and love sharing stories via Facebook, It’s easy to take part and look what they could win – a legendary adventure on Captain Morgan’s Caribbean island, hanging out with The Captain, an intrepid Hollywood actress and the chance to win a share of $15,000..... ideas like this don't come along everyday, this is why Edelman PR and Digital were chosen as the route for market entry.”

During this campaign, Diageo entrusted Edelman with additional brands for PR, social, and design-led projects, resulting in an exponential increase in ROI for the entire Edelman brand.