Grey Goose

Cultural Strategy, Influencer Programme Management

Grey Goose aimed to build a strong connection with London’s creative community to strengthen its appeal among younger demographics. Parallel launched an influencer strategy to build a long-term network of brand ambassadors who actively contributed creatively. After casting and contracting, Parallel managed activations allowing talent to attend, host, or curate events and content. This framework enabled localised support for global sponsorships (such as The Devil Wears Prada and the Laver Cup), key local events (BAFTAs, brand activations), and ongoing partner content. The programme beat engagement KPIs by 150%, delivered 50–60% higher ROI than traditional partnerships, and increased positive brand sentiment.