BELUGA

Beluga sought to boost awareness and prestige among Armenian males aged 40+ in Southern California - an audience with strong local presence but low digital engagement. With a lean budget and limited time before the holiday season, the challenge was to design a campaign that would penetrate both digital and traditional channels, localize relevance, and deliver measurable brand lift - without relying on discounts or giveaways.

Hyperlocal Multi-Channel Awareness Strategy We developed a geo-targeted omnichannel strategy:

1. Cable TV: Strategic buys on ethnic channels (ARTN, Horizon TV, PanArmenian) aligned with community viewing habits.

2. OOH: Secured premium placements around retail partners (e.g., Americana at Brand, Glenoaks Blvd) to reinforce point-of-sale recall.

3. Digital (Meta, YouTube): Launched 15s bumper ads and Reels, optimized for mobile attention spans and emotional cues.

4. Cultural Insights: Messaging emphasized heritage, quality, and aspiration - resonating with the older Armenian diaspora.

5. Measurement: Combined social/listening tools, web analytics, and sales feedback from retail to measure impact.

The Beluga Vodka campaign delivered over 8.5 million impressions across TV, OOH, Meta, and YouTube, with a combined reach of approximately 1.6 million unique viewers. The mix of traditional and digital channels ensured high-frequency exposure in key Armenian communities throughout Southern California.

ingredients

Hennessy, Absolut, Johnnie Walker and many other brands perform at a high level over and over again. Why? It's not about the budget, but because of the 360 brand marketing excellence. And we have the right ingredients for this kind of success.