The Rap Monument was published on Noisey.com and across the VICE network, for the core audience to enjoy and engage with. The branded platform was supported by co-branded digital ads that drove traffic to the content, and social activation via Noisey and VICE. On top of that the project was supported by an onslaught of press pushing even more eyes and ears to the monument.

Distributed across the VICE network the videos quickly hit three million organic views. Both mainstream and niche Hip Hop press outlets covered The Rap Monument leading to over one thousand press entries - 96% of which mentioned Hennessy. Fans took to social media and created their own hashtag #rapmonument which resulted in over one million organic social impressions. The branded content helped propel Hennessy’s 2014 year-over-year growth by 12%, the highest in the history of the brand.

Hennessy was faced with a challenge to reinvigorate a 250 year old brand and transform it’s consumer base from older mean to vibrant millennials. Trading off the already strong affiliation between Hennessy and hip hop, a plan was built to create a real cultural movement that would bring the passionate community together. To go above and beyond your standard branded content, we produced not just an original song but the longest and most importantly a good song.