How we revitalised Bache Gabrielsen’s social media presence… and made it unique
Client
Cognac Bache Gabrielsen
Missions
360° : strategy, digital, contents, influence
Date
Since 2023
Bache Gabrielsen, a storied cognac house established in 1905 by Thomas Bache-Gabrielsen, sought to invigorate its social media presence. The goal was to craft a communication strategy aligning with their core DNA and values, ultimately rallying a community of cognac enthusiasts.
Challenges
In a cognac market dominated by larger houses, Bache Gabrielsen faced the challenge of carving out a unique space. This required a modern, honest communication approach rooted in the brand’s values: travel, daring, risk-taking, and sharing. The aim was to reflect these values in their messaging authentically.
Strategies implemented
The revitalization strategy encompassed four main pillars:
- New Positioning Development: Redefining Bache Gabrielsen’s brand positioning to resonate with contemporary audiences while staying true to its heritage.
- Exclusive Creative Territory: Establishing a unique creative landscape that sets Bache Gabrielsen apart from its competitors.
- Distinctive Editorial Line: Creating a clear, consistent editorial voice that articulates the brand’s core values and message.
- Activation Strategy: Implementing a proactive approach to engage with the audience and increase brand visibility.
Execution
Our strategy came to life through:
- Brand Film: A cinematic portrayal of Bache Gabrielsen’s key values was developed to attract a community that resonates with these principles.
- Social Media Strategy: A comprehensive plan was laid out to effectively utilize social media platforms, ensuring each post and campaign echoed the brand’s ethos.
- Content Creation: Multiple photo shoots were organized to generate visual content that perfectly embodies the strategic direction.
Results
The reinvigorated approach led to tangible outcomes:
- Community Growth: Significant growth in the brand’s social media following, attracting new, engaged subscribers (specific figures pending).
- Content Consistency: A unified content strategy across platforms, delineating clear expression territories for various themes.
Conclusion
This collaboration not only spotlighted Bache Gabrielsen as a creative and daring cognac house but also structured a previously overlooked aspect of their communication. With several months into managing their social networks, we anticipate further expanding Bache Gabrielsen’s influence beyond its traditional confines through our initially proposed activation strategy.
