‍ Business challenge:  
‍ Lack of brand recall. Consumers don’t ask for Jose Cuervo at the bar. They ask for Tequila.  

‍ Our answer:
‍ Our team created a campaign that captured the essence of South African dance, with a particular focus on dance crews. The goal of "Jose Cuervo Own The Stage" was to appeal to young dance enthusiasts and boost brand recognition by leveraging their significant social influence. To ensure the campaign's authenticity, we partnered with three of South Africa's most prominent dance culture influencers. Strengthening Local Connections through Regional Activations. To deepen our local ties, we launched regional activations in Cape Town and Gauteng. The regional competitions culminated in a grand finale, bringing together all regional finalists to compete for the ultimate prize in Johannesburg.

‍ Outcome:
‍ Increase in brand social media following over campaign period.
UGC showcasing our audience enjoying the brand