Social strategy
In 2022, Don Papa Rum partnered with OK COOL to redefine its brand mission on social media and grow a global community of rum enthusiasts. As the Creative Strategist, I was responsible for creating a social strategy that not only aligned with Don Papa’s business objectives but also amplified their unique Filipino heritage while connecting with a global audience.
Our goal was twofold:
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Make Don Papa culturally relevant in competitive markets like Europe and the US.
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Tell the brand’s story in a way that resonated with both rum lovers and newcomers alike.
The Challenge:
Don Papa had strong Filipino roots, distilled in the Philippines, inspired by local folklore, but they needed a strategy that could translate this story for a global audience without diluting their authenticity.
The Solution:
We built a strategy around three key content pillars that connected Don Papa’s rich cultural heritage with the lifestyle and interests of their global audience:
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Spirit of Independence: Showcasing the story of Don Papa, its Filipino origins, and the unique craftsmanship behind the rum
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Like the Don: Featuring interviews and stories with global movers, shakers, and tastemakers who embodied Don Papa’s independent spirit.
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Discover the Don: Educating the audience on the many ways to enjoy Don Papa Rum, cocktail recipes, pairings, and lifestyle moments.
By blending Filipino storytelling with a fresh, global tone, we repositioned Don Papa from a niche brand into a culturally relevant player in the premium spirits space. We didn’t just create content; we operationalised the brand within the rules of culture, ensuring the strategy was grounded in what mattered most: footfall, not just likes.
The Impact:
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A fresh, culturally attuned brand voice that honoured Don Papa’s Filipino identity while making it feel accessible and aspirational worldwide.
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Engaging content that inspired, educated, and entertained, attracting a new generation of rum drinkers.
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Social strategy that outperformed competitors in key engagement and conversion metrics, setting a new benchmark for brand storytelling in the spirits industry.