Overview
Cîroc
Turning Cultural Moments Into Real-Time Media Opportunities
Cîroc emerged from a broader strategic partnership I helped develop with OMG, where successful client work and case studies created demand for 7th Minute’s capabilities across the network.
I led the development of a new proposition for Cîroc that used real-time AdTech to connect its campaigns with culturally relevant TV, influencer and press moments, allowing the brand to capitalise on unpaid media and join conversations when audience attention and digital engagement peaked.
The Objectives
Role: Client Solutions Director
Build on my agency's relationship with OMG by demonstrating how my agency's technology could address a specific challenge for Cîroc and complement its wider UK media activity.
Develop a data-informed approach that could amplify Cîroc’s existing influencer, experiential and paid media campaigns by identifying cultural moments likely to drive target audiences online.
Position Cîroc within those moments through contextually relevant paid search and social advertising, extending campaign reach without requiring the brand to own the original TV, influencer or press moment.
Expertise
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Partnership Management
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Senior Stakeholder Management
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Strategic Client Leadership
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Innovation & Strategic Roadmapping
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Digital Strategy & Transformation
The Approach
Turning Agency Partnership Into New Opportunity
Built on a supplier partnership I developed with OMG, using successful client work and case studies to showcase my agency's capabilities across their network. Growing awareness of the technology created demand from the OMD teams responsible for the Cîroc account and opened the opportunity to develop a brand-specific proposition.
Identifying the Cultural Opportunity
Developed the strategic idea around a simple behavioural insight: television programmes, influencer activity and press coverage could create significant spikes in online attention amongst Cîroc’s target audience. Worked with the Insights team to validate these moments through data and build the case for how Cîroc could capitalise on the resulting audience behaviour.
Connecting Technology With the Campaign
Designed an approach that integrated my agency's real-time media technology with Cîroc’s existing and planned activity. This enabled paid search and social campaigns to respond to relevant moments including Love Island, influencer and fashion mentions, and Cîroc and Moschino experiential activations.
Leading the Client Proposition
Led the engagement across OMD’s Social and Performance teams, bringing together the creative idea, audience insight and technology proposition before presenting the strategy to Cîroc. The approach demonstrated how AdTech could complement the broader media plan rather than operate as a standalone technology activation.
Leveraging Cultural Moments
The Results
A staple in the broader campaign
Client Value
The solution became part of Cîroc’s broader 18-month UK media campaign, providing a new way to amplify its influencer, experiential and digital campaigns.
Rather than requiring Cîroc to own every cultural moment through traditional media investment, the approach enabled the brand to respond as relevant TV, influencer and press activity drove audiences online, placing Cîroc's contextually relevant ads into those periods of heightened attention.
Strategic Value
Demonstrated how my agency’s technology could extend beyond performance media into broader brand and cultural marketing, strengthening its proposition within OMD and providing a compelling case study to showcase the technology across other clients and agency teams.