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Category
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16034M
About the Work
Smirnoff created a unique Instagram based campaign to inspire people to make great cocktails out of just about anything they had lying around in their fridge. Just Instagram a photo of your fridge and one of Smirnoff’s online bartenders would create a drink for you based on what they could see. They then sent you a personalized video showing you how to make it yourself. Fridges were uploaded, drinks were created, viewed and shared over 200,000 times. To put that in context it’s 5% of the population of NZ. Smirnoff NZ’s Instagram followers grew by 676% - that’s 6000 followers short of Smirnoff USA’s Instagram (remember NZ has population 315 million people smaller!). Since the campaign launched, Smirnoff’s sales jumped – increasing the value of brand sales by 20%. Showing just what you can do when you use social a different way.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Special / Auckland
Zenith / Auckland
Digital Agency
Young & Shand / Auckland
SWIWI Media / Auckland
Art Director
Jane Cresswell
Creative Director
Tony Bradbourne
Rob Jack
Editor
Arvid Eriksson
Agency Producer
Nigel Sutton
Rebecca Casey
Content Strategist
Teresa Harris
Rahat Chaudry
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