The Challenge The digital amplification of the Diageo Reserve World Class programme, a celebration of the world’s best bartenders community.
The Insight Bartenders are continuously looking to elevate the craft of their profession through flair, creativity and skill. In addition, they are cultivators of trends, insights and inspiration both in the bar and increasingly, online.
The Idea To build a World Class community in social media, a place where the world’s best bartenders can connect, share, learn and become inspired.
The Work Splendid launched the World Class global community on four main social media channels, all of which were used to drive awareness of and increase engagement with the programme amongst the world’s bartenders.
At the heart of the campaign was the World Class search for the world’s best bartender competition, which culminated in a live global final held in New Delhi, India. Splendid added a social media enhancement to the finals by managing live commentary from two World Class judges, 9 influencers, 12 brand ambassadors and 18 super fans across all World Class social media channels.
The result Splendid created a highly engaged community and increased the number of World Class Facebook fans by 672% to almost 13,000 bartenders.