The New Royalty
Experience the drama, emotion, and passion of Trinidad Carnival.
Recognition: Gold ADDY Award - Online Content
An exclusive reality series featuring vibrant ambassadors, igniting exceptional engagement and making viewers eager to join the White Oak experience.
Services
Client
ANGOSTURA® White Oak
Year
2019
Role
Creative Director,
Lonsdale Saatchi & Saatchi
Challenge
Innovate White Oak's carnival coverage to engage and captivate audiences.
As a trend setter and a brand of firsts when Carnival came around once again the client challenged us to turn how we promote the brand over carnival on its head. We were tasked with developing an innovative and captivating strategy for White Oak’s Carnival 2019 coverage by harnessing the influence of key personalities.
Goal
To captivate our audience and strengthen brand connections by leveraging the power of influencers, launching "The New Royalty," a dynamic reality series exclusively on social media.
Recognising the power of influencers, we cast interesting, upbeat, and vibrant ambassadors who embodied the White Oak brand. This strategy was designed to captivate our audience and create a strong connection with the brand.
We introduced “The New Royalty,” an original, binge-worthy reality series. This series followed a group of young Trinidadians as they enjoyed the Carnival season with White Oak Rum. By hosting the series exclusively on social media, we created an engaging platform that resonated deeply with our audience.
Result
The overwhelming response to "The New Royalty" showcased its impact, driving active audience engagement and significantly boosting White Oak's brand visibility and connection during Carnival 2019 and beyond.
The response to “The New Royalty” exceeded our expectations. Viewers became invested in the storylines and characters, eagerly following their Carnival adventures. This engagement went beyond passive viewing; audiences were actively involved and wanted more content, proving the series’ impact.
The campaign provided excellent mileage for White Oak during Carnival 2019 and beyond. The increased engagement and positive reception strengthened the brand’s presence, with viewers and White Oak drinkers wanting to be part of “The New Royalty.” This innovative approach not only boosted brand visibility but also reinforced White Oak’s connection with its audience.
