“Showing content to people who are likely to engage and watch additional episodes increases organic shareability,” he said.īesides targeting viewing behavior and those that like entertainment content, Grey Goose also looked for consumers aged 25-49 who “live in the realm of superpremium brands,” Marois said. Grey Goose’s targeting strategy includes viewing behavior. “We use paid media to prime the pump of organic,” Marois said. The first three episodes attracted 10 million views, 15% of which were organic, an accomplishment in a world where free social boosts have mostly shriveled.
“Grey Goose is able to tap into our strong existing audiences that have opted in and already invite Thrillist into their feed – and we’ve seen nothing but a positive response,” said Group Nine Media President Christa Carone. Group Nine Media’s production studio, Jash, produced the series. Grey Goose picked Group Nine Media publication Thrillist as well as Oath to distribute the content and promote it on their social channels. But unlike TV, Grey Goose could “precision target viewers” online, Marois said, stocking that content in places where those consumers were already seeking to be entertained. Grey Goose spent the equivalent of one TV ad to produce the nine celebrity-filled episodes. The premium vodka brand paid equal attention to creative and its media plan for the program. “Our purpose was building cultural currency through content that would be relevant to our audience.” “We wanted to change the model from interrupting with branded content to entertaining with relevant content,” said Yann Marois, CMO and SVP at Grey Goose. Participants include Melissa McCarthy, Gabrielle Union, Vince Vaughn and Sarah Silverman. As many brands move to six-second spots to promote their brands, Grey Goose has gone in the other direction with “Off Script,” a nine-episode series featuring 10-minute segments of Jamie Foxx interviewing celebrities.
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