Don Papa, a premium rum made in the Philippines has witnessed tremendous growth since their inception in 2012. As their global social media agency we handle end-to-end social across every touchpoint.
Through social listening and audience monitoring, we identified an interest in the rum-making process. Fans were asking for more detailed information about how and where the rum is made.
We travelled to the Philippines to get a deeper understanding of the local culture, brand history and rum making process. We then developed a campaign that would educate Don Papa fans on the distilling process while engaging them with stories about their rich brand history and Don Papa’s mystical home of Sugarlandia.
Comprising imaginative storytelling, creative copywriting, sun-drenched photography and captivating video, the ‘Step into Sugarlandia’ campaign ran for six months across Facebook, Instagram, Twitter and Instagram Stories.
In order to appeal to our three audience personas, The ‘Craft Enthusiast’, The ‘Curated Lives’ and The ‘Weekend Hipster’, the rum-making process featured alongside content designed to resonate with each cohort on a personal level. This included Wanderlust-style images of the Philippines and a ‘Humans of Sugarlandia’ portrait series.