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Absolut appoints AnalogFolk to harness social and content to diversify brand

Pernod Ricard has tasked digital agency AnalogFolk to help it achieve what it claims are the “massive ambitions” for Absolut’s social media presence that will look to enhance its paid efforts to ensure its social channels can do their job even better.

It is the first time the spirit maker has employed a dedicated social media agency after previously tasking duties to several including lead creative shop Sid Lee. Absolut’s decision stems from its aim to stay at the “bleeding edge” of community management at a time when advertisers are increasingly using the likes of Twitter and Facebook to extend the reach of their content marketing efforts.

The company could not provide further detail on the account's remit before this article was published. However, it will prioritise identifying how to develop social media strategies that broaden the reach of Absolut's branded content and editorial publishing. It means the drinks maker will look at how it uses its paid channels and native advertising in concert with organic content from advocates.

Native advertising is set to be a key tactic for alcohol marketers in the new year as they look for new ways to reach consumers in real-time on various devices. Diageo, in partnership with the Guardian, is creating reactive content to run on the publisher’s site in an attempt to try and learn how to better drive engagement.

A spokesman from Absolut said: "Absolut engage with a strong global community of brand fans across our ecosystem of digital and physical channels and events. In order to keep our momentum and further our current work in social media we have established that we need support from a partner. AnalogFolk has previous experience of this type of work and is therefore a good fit.

"The brand has massive ambitions for social media in the months and years to come that will see our strategy evolve as we respond to new opportunities and challenges. We’re glad to have an expert in the space on board to help us remain at the bleeding edge."

Absolut’s social media ambitions were first teased 12 months ago when it unveiled its global plan to crowdsource online and experiential campaigns from fans. The platform, named 'Transform Today', tries to challenge perceptions of the vodka category by handing fans a more prominent role in all activity.

The move also led to a change in the way Absolut works with agencies with it now opting for several instead of one in order to foster more diversity.

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