Don Julio Redefining Celebrations

With its SEA launch, Don Julio had a few key objectives: To bring awareness to its launch in SEA, especially in Singapore, Indonesia, Philippines, Thailand, and Vietnam. To extend its global reputation of being luxury’s best kept secret. To build brand association with the fashion, luxury and music communities in SEA. Our Approach: With a priority in driving long-lasting relationships with our ambassadors and cultivate a culture and community through their actions, social spheres and personalities, we helped Don Julio curate a community of Cultural Connectors. The connectors include: A hero KOL on the World Stage to inspire aspirations - Peggy Gou is an icon of club culture and fashion, and is one of the world’s most recognisable fashion icon and recognised DJ and musician. SEA’s Who’s Whos - 17 KOLs who possess diverse social spheres of influence. Curators of Experiences - Movers and shakers, shapers of the luxury experience. We created a reason to believe for our KOLs through: Unparalleled concierge service Elevated gifting moments Monumental experiences, big and small RESULTS: Don Julio 1942 succeeded in its goals, surpassing all expectations: Talkability of Don Julio increases from rank 7 to rank 3 120m impressions 400k engagement +38% uplift in “proud to choose” +24% uplift in Don Julio 1942 being “a perfect choice for luxurious celebrations” 89% of attendees indicated intent to purchase