NEW YORK: Premium vodka brand Stolichnaya recently launched its “Go Fan Yourself” campaign as a way to further connect with its growing Facebook fan base.
The campaign centers around a Facebook app that allows consumers to create Facebook fan pages for their alter-egos through an interactive process by which they are asked a series of playful and abstract questions. Stoli will use the alter-egos throughout the year to communicate brand messages and relay information to consumers in a way that is different from simply posting updates to its Facebook page.
The campaign was spearheaded by Rokkan, the company's digital agency, but members of the company's entire integrated team contributed, including Susan Magrino Agency, Neo@Ogilvy, Relevent, and Momentum Worldwide.
The concept for the campaign came about in late 2010 when Rokkan revealed the idea during its pitch to handle Stoli's digital business. It was designed to be an entertaining and fun way to engage with consumers who are likely to create online content.
The campaign targets individuals around 25-years-old; particularly those who are innovators, professionals, urban explorers, and people who spend time interacting with brands and exploring their creativity in the social media world.
“We really wanted to look to break through the clutter and find something that is unique and hasn't been done before,” said Jaime Gorman, brand manager at Stoli.
Rather than simply interacting with consumers through social media in conversations that would go away over time, the app provides something more and acts as a platform for consumers to engage and attract other fans and explore their creativity, noted John Noe, CEO & co-founder of Rokkan.
The app is available to anyone older than 25 who is a fan of Stoli on Facebook, and will be up and running through 2011. Both the campaign and app are being promoted through media in the digital and print space, large-scale consumer events, and digital and print advertising. Stoli did not disclose the budget of the campaign.