Best Use of Social Platforms

In January 2021, Pernod Ricard Global Travel Retail inaugurated the first Martell boutique in travel retail, in partnership with China Duty Free Group at Sanya International Duty Free Shopping Complex, Haitang Bay, Hainan. It was a milestone moment for the brand owner, underlining its vision to create elevated retail theatre alongside digital-first retail experiences.

The boutique’s opening ceremony marked the culmination of a major digital marketing campaign that had begun weeks in advance, via the CDFG team and three key influencer partners. A teaser campaign from the influencers about the features of the store had impressive reach across their combined 22 million followers. The ceremony itself was livestreamed across their social communities and CDFG’s own platform, with 1.9 million Cognac lovers (or discoverers) tuning in at peak. Engagement post-event also helped encourage visits to the boutique. Overall, across the campaign the #Martellboutique hashtag reached 33.87 million consumers – offering a superb showcase for Martell and many lessons for the brand owner in how to develop tailor-made marketing campaigns for Chinese audiences.