Martell looks online for growth

Shanghai - Martell Noblige, one of China's fastest growing cognac brands, is turning to a digital strategy to grow its share of the liquor market.

The Pernod Ricard brand has hired Nurun China to provide an integrated campaign which will see the brand enter the social networking domain and tap the growing power of online video and word-of-mouth.

Martell is one of the fastest growing cognac brands in China and currently holds a 24% share of the market.

Nurun won the business following a competitive pitch.

Yann Lombard-Platet, managing director of Nurun China said it is exciting to work with a client who truly understands the way an integrated digital campaign works.

"Martell believes in how a creative strategic online campaign can fully express itself through the power of the internet," Lombard-Platet said in a statement.