Don Julio Primavera x Chase Stokes – Chasing Golden Moments

We worked in lockstep with Don Julio’s go-to-market strategy and internal partners to incorporate a premeditated tagline of “Chasing Golden Moments” into content

To the brand, a golden moment was something worth pursuing, so we knew we had to create a video that encapsulated the passion, drive, and energy of Don Julio Primavera that was worth the chase

As an organic social piece with no paid media behind it, the challenge was: how do we create a compelling story-driven piece for a spirit audiences are not as familiar with?

Primavera premiered the summer before this content was shot, so our objective was to relaunch Primavera as an LTO building on the disruptive platform we established last year, making it the right choice for aspirational, mid-tempo, early evening occasions (Golden Hour)

NVE took a shine to Chase Stokes, a cultural icon known for his love of Don Julio spirits, to figuratively and literally demonstrate the aspirational chase for Golden Moments

Content had to tee up and align with the look and feel of Casa Primavera 2.0 — an experiential event that kicked off the story of Primavera that included influencers, talent, and brand

Leverage Chase Stokes’s name and audience, by recreating a format that made him famous on his hit show ‘Outer Banks’

We filmed Chase running on the beach with his smooth Voice narrating the scene, just like Outer Banks, however, we ensured that the script stayed true to the brand and its objective, not letting the joke get in the way of our content messaging

Cross-promotion on IG had just come out as a tool on social media, so we decided to jump on trend and use cross-promotion when content went live so that it simultaneously lived on Don Julio and Chase Stoke’s IG channels

11.7+ M organic talent social impressions, a 77% increase in impressions from the year prior

37.5 MM+ impressions via paid and organic media from Brand channels, a 25% increase in impressions from the year prior

250 talent and Media seeded (gifts, events, pouring opps, Etc.)

280K Brand social engagements

100 Earned Press / Social Placements

300.8 MM+ Total Earned Press/Social Impressions