While billboards have been part of the campaign elements over time, the brand has selected Out-of-Home (OOH) as its ATL hero within the marketing mix.

Social media influencers, creators and celebrities alike are consistently and increasingly being placed at the centre of brand advertising campaigns, vying for the attention of consumers and enticing them to purchase, according to the brand.

Courvoisier says that this is a global phenomenon and in South Africa, it is no different, with brands joining the strategic use of influencers — those personalities that provide valuable and authentic value — in their marketing efforts.

More often than not, the relationship becomes a mutually beneficial one, adding value not only to the product or service brand but to the brands that the influencers are carefully curating. Social media influencers are celebrities in their own right, elevating themselves and their followers through aspiration and ambition. And for this reason, they provide a perfect fit for specific brands.

The broader campaign encompasses OOH, digital, social media, bespoke luxury occasion events and PR, connecting the brand to consumers through highly specific media placement and activations — while leveraging the influence of Fhatuwani Mukheli, Melody Molale and Tristan Du Plessis, together with other relevant influencers.

"Courvoisier's collaboration with Mukheli, Molale and Du Plessis has successfully connected the luxury cognac brand with the South African consumer. The influencers live the brand and its joie de vivre positioning," says Stella Bischoff, head of marketing at Beam Suntory.

"Including our influencers on our impactful and strategically located OOH campaign marks a significant milestone for both Courvoisier and our influencer partners — the Courvoisier lifestyle and house style have successfully made an indelible mark within the market," adds Bischoff.

Courvoisier's Social Media Influencers

Over the three-year period that the brand has partnered with Mukheli, Molale and Du Plessis, the mutually beneficial relationship has seen both the Courvoisier brand and their respective brands grow while solidifying their visibility and desirability nationally and even within the global context.

Multi-disciplinary artist Mukheli epitomises the brand's joie de vivre — the joy of living, through his artistic endeavours and social media influence.

Similarly, Molale personifies the floral bouquet of the cognac with her curated look, luxury lifestyle and influence within the fashion industry. Du Plessis, a world-renowned interior designer who continues collaborating with the brand, brings his quiet luxury into the mix.

Extended Influencer Marketing

The brand is expanding its influencer marketing by including an extended list of influential content creators with the addition of fashion stylist and creative director Obakeng Rantlhane and performance and visual artist Kgotlelelo Bradley Sekiti, aka K.Skits.

Each influencer is successful in their respective industry and epitomises the brand identity through their style, their way of life and their celebration of life's joyful moments.

"Our new campaign welcomes consumers to our house, our style, our bouquet, our lifestyle, and it's driven in the consumer space by individuals that provide the authentic and organic engagement that as brand marketers we all seek. We're excited about the creative and impactful campaign featuring our content creators, who are now the face of the brand. It is well deserved, and we look forward to an ongoing and mutually beneficial relationship into the future," concludes Bischoff.

For more information, visit www.courvoisier.co.za. You can also follow Courvoisier on Facebook, Twitter or on Instagram.