July 11, 2017 / By Cynthia Ramsaran
Taylor recently worked with long-standing client partner, Diageo to support Smirnoff’s first ever sponsorship and brand activation at the annual Essence Festival in New Orleans.
As a long-time believer that good times are better when everyone is included, Smirnoff joined ESSENCE Festival, the nation’s premier showcase for contemporary African American music and culture, for the first time as the official vodka partner in 2017. Smirnoff celebrated diversity across music, entertainment, business and politics at ESSENCE Festival by offering adult attendees the opportunity to take part in a variety of unique experiences that encouraged fans of all backgrounds to come together, create and celebrate the good times including: The Smirnoff Good Life Day Party, The Smirnoff Good Life Bar at EssenceEATS and The Smirnoff Good Life Experience at the VIP All-Access Lounge.
Smirnoff and ESSENCE Festival hosted The Smirnoff Good Life Day Party at the historic Eiffel Society, along with American actor, model and photographer, Lance Gross and radio personality, Angela Yee. Over five-hundred 21 and older attendees enjoyed live musical performances by DJ Kiss and Lion Babe, while responsibly enjoying a variety specially curated Smirnoff cocktails. Also, American singer-songwriter and actress LeToya Luckett joined the festivities as a VIP guest.
Led by Taylor executives Jenna Mitchell, Alex Stathis, Javid Louis, Sahara Price and Arianna DeDominicis, the agency conducted targeted outreach leading up to the event to identify and invite national music, entertainment, and urban media to attend and cover the party. As a result, Taylor hosted several media outlets at the day party including PEOPLE Magazine, Madame Noire, Bossip, The Source, Hello Beautiful, ESSENCE and more.
Also, Taylor leveraged the news and photos from the event, generating earned coverage surrounding the Smirnoff day party amounting to more than 48 million media impressions across priority media outlets for the brand.
Taylor’s work with event hosts Lance Gross (1.4MM Followers) and Angela Yee (936K Followers) helped drive conversation around Smirnoff’s presence at ESSENCE Festival on social media generating 19K engagements from their personal Instagram posts combined. To further push Smirnoff’s presence at the ESSENCE Festival, Taylor hosted Smirnoff influencer, Juhahn Jones (1.4MM Followers) and Learning Skills for Life alumni and Smirnoff partner, Stephanie Rivera (148K Followers) to experience the Good Life with Smirnoff at Essence Festival. Over the course of the weekend, Jones and Rivera shared Instagram stories and Snapchat posts generating more than 325K views.
The Taylor digital team also captured real-time images and videos for Smirnoff’s Instagram and Instagram stories and took over the brand’s social handles during the event festivities.