This program won CPRS Gold for Best Use of Influencers/Social Media

Courvoisier is a luxury cognac that has earned its reputation through dedication, quality, personal evolution, and community. The brand is proud of its production process – a collective community-based effort, from vine growers to distillers who have assembled a close-knit community of artisans, each playing an essential role in making Courvoisier the ‘Most Awarded Cognac House.’

PRAXIS was tasked with using Courvoisier’s core values of community, sophistication, and success to promote it as a leading Cognac in Canada and to establish the brand as a key driver in advancing Canadian urban culture and community. At the same time, the strategy had to drive consideration and sales for the brand’s VS expression.

PRAXIS partnered with DJ, writer and event curator Josephine Cruz; emerging recording artist Clerel; podcast host and comedian Marlon Palmer, and Warner Music’s Urban Marketing manager and former Flow 93.5 host Alicia “Ace” West to develop a multi-platform/channel branded content series. The content featured unique personal narratives of the partners’ success stories intertwined with Courvoisier’s Most Awarded Cognac House messaging.

High-quality video and static imagery distributed across social platforms including Instagram, Twitter, Facebook, and YouTube,were met with overwhelming engagement and love for the brand. In addition, Josephine Cruz (JayemKayem) hosted a 3-hour Courvoisier-sponsored Twitch live stream that featured constant branding and regular key message delivery.

• 7 million verified social media impressions secured
• 4 partners secured across key Canadian markets
• Content drove a 78% engagement rate with 66% positive sentiment 

As the content series unfolded, consumers posted photos of themselves purchasing Courvoisier in Canadian liquor stores. In addition to the content series, PRAXIS secured an opportunity for the influencer partners to be featured on the Extra Gravy Show, a cornerstone cultural podcast, and in Complex Magazine, Canada’s leading culture publication.