Cuervo
JOSE CUERVO
DIGITAL STRATEGY
OBJECTIVE
Reclaim Cuervo's relevance in the minds of the young male consumer by making it the premium experience of choice.View mandate
DISCOVERY
Who are these millennial men?
Values
Community
want to be connected; 2-way communication
Collaboration
co-creation and peer-driven decision making
Recognition
want to show that they are unique
Integrity
care about the values of companies they do business with
Community
want to be connected; 2-way communication
Collaboration
co-creation and peer-driven decision making
Recognition
want to show that they are unique
Integrity
care about the values of companies they do business with
Digital Trends
Ephemeral
short form and time sensitive content
Impatient
want immediate gratification
Visual Thinkers
an image is worth a thousand words
Dislikes
Push Advertising
Ephemeral
short form and time sensitive content
Impatient
want immediate gratification
Visual Thinkers
an image is worth a thousand words
Dislikes
Push Advertising
Solution: Introduce the Cuervo Hero
Visual story telling that is aspirational and real
Why?
because Cuervo believes that a Hero's story should be toldHow?
Cuervo Heroes are challenged to create a visual adventure storiesWho is the Cuervo Hero?
He's a thought leader, adventurer, artisan and natural content creator. He's a premium sort of guy; if he does something, he does it all the way. He relishes story telling, preferably over Cuervo.Tell Your Story #CuervoHero
Follow and interact with the Cuervo Hero as he creates his visual story, via "real-time" content.
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Day #1 "Getting there is half the fun. #CuervoHero"
 "After 24 hours of travel, I've found myself on this boat, watching the sunset. #CuervoHero" (Cuervo is seen in boat)
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Day #5 |
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"Locals joined my film crew today. Cuervo is the universal language. #CuervoHero"
Day #10 "Send us your hero time lapse. Winning video gets my GoPro camera. #CuervoHero"
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Be the Next #CuervoHero
Apply with video submission
