The château that shattered the internet.
How do you tantalize an audience of influencers and ensure they don’t cheat with other “summer” liqueurs? With rising competition in the low-proof category and imposter brands entering the market, St~Germain needed to up the ante on their global campaign to showcase the elderflower liqueur as the definitive cocktail of summer. Our solution? A deconstructed French Maison that enchanted the creative elite with an opulent féte and inspired them to share the joyful decadence of summer with millions of followers.
An immersive story that combatted competition and solidified the cocktail of summer.
With 81% of consumers influenced by what their friends share on social media, we knew organic sharing was imperative to building positive brand perception. Our strategy was to resurrect the opulent Maison St~Germain into a reimagined, immersive experience that Bon Vivants couldn’t resist for themselves, let alone sharing with their tribe. Inspired by the decadent parties of the 1920s, guests stepped inside a deconstructed French chateau and into a surreal floral fantasy with photo opportunities and signature cocktails organically integrated into every moment. Debuting at The Battery in New York City and re-envisioned for Little Beach House Malibu, Maison St~Germain inspired millions of influencers coast-to-coast to savor a St~Germain Spritz and share the glamorous “joie de vivre” of life in full bloom.
“If Alice had been of drinking age when she fell down the rabbit hole, she probably would have found herself in a strange and surreal universe resembling Maison St-Germain, which made its 2nd annual return to NYC last night.”
A summer fantasy that captured the imagination of the creative elite.
1,005,718,921 overall impressions
113.3 million total potential impressions
103.3 million influencer reach
4,674,400 views
55% increase over the previous year