The film gave our target their first taste of the Blue Label lifestyle, and we drove mass video views across YouTube, social networks, blogs, and networks of contextually relevant sites. We upweighted our campaign in the first 3 weeks to create a ‘viral peak’ of views and shares, designed to make the film a trending topic globally.

We then drove this audience to acquire the Blue Label lifestyle, by crafting a unique and exclusive hub on Mr. Porter. It featured additional KOL Wager films, and most importantly a shoppable clothing and accessory collection, which allowed the audience to live the Blue Label life.

With 45 million views across the world, we gave a new generation their first taste of the Blue Label lifestyle. We rose to #1 on the Mashable Viral Video Chart, making us an iconic feature on the pop culture landscape. We secured 46% global digital share of voice for alcohol and 59% for luxury, making us the most talked about brand in both categories during the campaign.

Crucially there were close to a million engagements on our Mr Porter hub, as these new affluents explored how they could acquire the Blue Label lifestyle.

Our strategy and execution had direct impact on the brand, with sales globally growing by +41%