Russia is the world’s second largest spirit drinking nation and home to an alcohol market that is getting darker and darker due to increasing changes in Russian legislation. Russia is also home to a whole new breed of urbanite hipster, the world’s heaviest users of social media who thrive on creating, watching and sharing content. We needed to shift Diageo’s dialogue with these millennials from a broadcast model to one-to-one permission based marketing, and connect with them through watchable, shareable, inspirational content.
We took the best of what Diageo brands have to offer and created a compelling and stimulating online lifestyle club: Stay In/Out. In a world where the Internet is full of things to do and see, we curated the best and most interesting experiences and distilled them down into our social entertainment guide, with just two exciting ideas – one for staying in, and one for going out.
By providing members with exclusive access and rewards based on their online, social and purchase behaviour, this entertaining and innovative programme became a new media channel that Diageo brands could use to communicate with a closed community of drinkers.
In only 2 months Stay In/Out recorded over 17,000 unique visits, with an average dwell time of 8 minutes – 4 times that of benchmark, Time Out Russia. Over 50% of visitors are converting to full registration.