Submitted by House of Comms

Grey Goose - The Moment Makers

House of Comms built The Moment Makers platform for Grey Goose across Instagram, creator content and film, reporting 1.5M Instagram Impressions in three months.

112K Instagram engagementsInstagram engagements
1.5M Instagram ImpressionsInstagram impressions
5.2% Average engagement rate on instagramaverage engagement rate on Instagram

Case in 60 seconds

Grey Goose was recognised as a luxury vodka but associated with celebrations and bottle service alone, so consideration sat inside a narrow set of occasions that the brand wanted widened without loosening its luxury identity.

The campaign appears to turn on the reading House of Comms states about its audience, that Grey Goose appeals to people who lead their social group, because the person who decides where the group goes decides which occasions the bottle appears in.

The Moment Makers, a creative platform built on that audience reading, which framed the brand around the people who create social occasions rather than around the single occasion the brand was already known for.

House of Comms launched an Instagram page carrying inspirational content for the audience, and enlisted three Moment Makers influencers described as leaders in their social circles to create content showing Grey Goose in various settings.

House of Comms reports 1.5M Instagram Impressions, 112K Instagram engagements and a 5.2% Average engagement rate on instagram, achieved in three months within what the agency describes as the dark market for alcohol advertising in the UAE.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

People Grey Goose appeals to, described by the agency as those who are usually the leaders of their social group.
Luxury vodka reads as a marker of the celebration rather than of ordinary evenings, so broadening the occasion risks diluting the signal that made the brand worth ordering in the first place.
House of Comms describes alcohol advertising in the UAE as a dark market, which removes the paid routes a spirits brand would normally use and pushes the work onto owned and creator surfaces.
Grey Goose is positioned as the constant across settings rather than as the centrepiece of one occasion, which is how consideration widens while the luxury identity stays where it was.
Based on the available evidence, drink choice inside a group follows whoever sets the plan, so reaching the leader of a social circle reaches the occasions that circle ends up in.

Creative & Execution System

Assets & channels

  • Instagram
  • influencer-created content
  • inspirational content

Partners

  • House of Comms (lead_agency)

Creator role

  • three 'Moment Makers' influencers

Results & Evidence

MetricValueResult type
Instagram engagements112K Instagram engagementsengagements
Instagram impressions1.5M Instagram Impressionsimpressions
average engagement rate on Instagram5.2% Average engagement rate on instagramengagement_rate

Why House of Comms's strategy worked

  1. 1

    Where a brand is fixed to one occasion, casting people who set the occasion for their group offers a route to widen the range through their settings rather than through claims made in brand advertising.

  2. 2

    An owned Instagram page paired with three creators suggests a build for a restricted advertising market, because a controlled surface and borrowed audiences carry reach that paid placement is not available to buy.

  3. 3

    Three creators producing content across varied settings indicates the occasion range was the casting brief itself, so breadth came from where the content was made rather than from the number of people making it.

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