Bacardi Creates Consumer-Chosen Content For Its IGTV Debut
The spirits company made its fans part of the production process, allowing them to vote on what locations and camera angles to use via Instagram polls, letting its consumers have an active role in brand content creation
For its IGTV debut, like all of its recent marketing efforts, Bacardi is not taking the traditional route. The spirits brand is teaming up with Grammy-nominated artists DJ A-Trak and Les Twins to create a music video for the newly-released social media platform.
On Friday June 29, fans who follow @officialLesTwins were able to vote via Instagram polls on different aspects of the music video, like locations, camera angles and choreography. Bacardi reports that fans were able to help the brand generate one of 1,024 possible video outcomes for the company’s first IGTV content piece.
Given the recent changes to its marketing strategy, it comes as no surprise that Bacardi is co-creating its first long-form video for Instagram along with its social media audience. In February 2018, Bacardi’s then newly-appointed CMO, John Burke, explained the mission of Bacardi’s new marketing initiatives as follows: “We are trying to create an environment where people are genuinely empowered to make a difference.” Burke describes Bacardi’s three-stage marketing plan to “rebuild, release, and transform” the brand in the eyes of spirits consumers.
Burke states that during its “rebuild” phase, “[S]torytelling acts on events which acts on moments on social media with finally the nudge to purchase.” For the latter two phases: “Release is about building a strong functional capability and planning within the teams. Lastly we want to transform and release the organisation to empower the markets to perform.”
Accordingly, Bacardi’s initiatives build engagement and loyalty with its consumer base. By fostering a symbiotic social media relationship and releasing co-created content, Bacardi can transform itself into an authentic lifestyle brand that shows its customer value by letting consumers take part in the production of the brand’s media.