Living a brand’s creed.

Honoring everyday heroes for one of America’s finest bourbon brands.

What we did

Account Management
Consumer Research
Brand Strategy
Photo/Film Direction
Digital Strategy
Website Development
Integrated Media Strategy
Integrated Media Planning/Buying
Social Media Strategy
Community Management
Performance Reporting
Social Listening

Insights

Eagle Rare Kentucky Straight Bourbon Whiskey has won its share of honors and awards. It’s an All-American brand with a passion for excellence, widely celebrated by connoisseurs for its lofty and distinctive flavor profile. When you have a brand that stands for something, you ought to align with an audience that shares your ideals. So we did exactly that, introducing the Rare Life Honor, a program for celebrating and awarding the everyday heroes among us.

STRATEGY

With the Rare Life program, we’ve invited our audience to nominate those that inspire and lead rare lives. Nominees’ stories are then shared and promoted among social circles for voting throughout the year. Each year, one ($50,000+) Grand Prize awardee and six runner-up selections in the categories of courage, leadership, survival, devotion, character and heroism are chosen, recognized and awarded a cash prize for their charity or cause.

SOLUTION

Over the past several years, hundreds of thousands of dollars have been awarded to inspiring people and causes. The Rare Life Award program has brought in millions of unique visitors who spend an average of 1 minute on the site, visiting 4+ pages per visit. Each year the award program continues to grow and evolve, even without the backing of big media spends.  Not only has this program aligned the brand with a feel-good initiative, it has helped maintain a loyal fan base.

RESULTS

The Rare Life Award program has essentially carried the brand. In fact, it’s the only marketing program that has been introduced for Eagle Rare. Upon introduction, Eagle Rare sold out their allocation, far exceeding the goals of our word-of-mouth objective.

The Rare Life Award program has brought in millions of unique visitors who spend an average of 1 minute on the site, visiting 4+ pages per visit. With more than 3,000,000 unique visitors over the course of the Rare Life campaign, it’s become more of a movement than a marketing campaign.

PERSPECTIVE

Chris McNamara, Director of Account Services

“Everything we’ve done for the brand has been social in one form or another. That’s brought a lot of organic growth, which has in turn brought organic trial. We get emails from people saying, ‘Hey, I’ve never heard of your brand, but because you do great work like this I’m going to go try it.’ Or, ‘I’m going to go buy a bottle of Eagle Rare just to keep around the house because I like what you guys stand for.’ —And that’s endless. It’s happened for seven years straight, people saying things like that.

The amount of traffic we drive, for very little media spend, is phenomenal. There are months where we have more page views than brands 700 times our size. The fact that we can drive more people to our site, while supporting great causes, from an affordable campaign for a smaller brand speaks to our capability as an agency.”

What’s keeping you up at night?

Tell us about it.

Email emmy@teamcornett.com