Success Stories - Bacardi


Bacardi was founded in 1892 in the city Santiago de Cuba and rose to prominence as the world’s first producer of light-bodied rum. Since those beginnings on Cuba’s southeast coast the company has grown into the largest privately-held spirits company in the world with a portfolio of more than 200 brands and labels including BACARDÍ rum, Grey Goose vodka, Dewar’s blended whisky, Bombay Sapphire gin, and many more award-winning brands.


Bacardi’s Brand Advocacy team submitted a list of CRM management requirements that included the need to load large amounts of contacts simultaneously, easy search and recall, and a method for facilitating interaction based on a contact’s market or venue.
The team also required SkyPlanner to develop a way to effectively enable marketing activation planning, management, scoring and other activation-related reporting capabilities.
Since brand activation is largely ineffective without people to attend events, SkyPlanner needed to develop an automated email invite system complete with engagement tracking.


SkyPlanner employed custom objects with custom formula fields that built upon the native capabilities of Salesforce reports and dashboards.
SkyPlanner created custom objects for Brand Advocacy (BA) Activation, (BA) Invite, and (BA) Program. (please refer to the More Detailed Info slide for specific descriptions of each)
Standard objects that were heavily customized to fit requirements included Account and Contact objects.
SkyPlanner created custom Brand Advocacy reports and dashboards to track activations and results scores.
SkyPlanner implemented an email invite system that allowed for pre-made .pdfs to be sent out to predetermined contact lists and also track email engagement.


The Bacardi Brand Advocacy team can now track employment history of contacts across positions and across venues.
The Bacardi Brand Advocacy team can now effectively track individual events, attendance at said events. The teahm can now group related activations and track the grouping.
The Brand Advocacy team now has the ability to track only relevant information through the custom reports and dashboards SkyPlanner created.
The Brand Advocacy team can compile, send and track activation event invites sent through email.