Objective
Create awareness amongst the trade and consumer within the nightlife channel for a new Super Premium Croatian Vodka. Open desired key accounts in the nightlife channel and increase Social Media content and consumer engagement.
Our Solution
Leverage nightlife relationships to achieve sell in and replicate authentic early adaptor consumer behavior by executing covert sampling events in the accounts. Focused on executing the covert sampling events on the right nights with the right influencers and exploiting the “social” nature of the target demographic by hiring social media savvy influencers and ambassador
Execution
Brand Activate worked with AKVINTA and it’s distributor, Southern Wine and Spirits, to leverage relationships with key decision makers and owners to sell in the AKVINTA influencer program. Brand Activate then identified and engaged key nightlife influencers in each market and armed them with an army of beautiful, well trained, social media active models to execute covert bottle service promotions. At each promotion they would create a party around AKVINTA and sample consumers and the trade covertly, never letting anyone know they worked for the brand. Each account was executed on it’s “best night”, Marque Monday’s, to ensure best reach amongst the target consumer and nightlife influencers.
Results
- Added to the Bottle list in all 16 accounts
- 84 Covert Sampling Events
- 6,737 Consumers Sampled
- 16,843 Direct Consumer Impressions
- 270 Local Nightlife Influencers Engaged and Sampled
- 611 Influencer and Ambassador Generated Social Media Posts
- Brand achieved it’s first “1,000 case month” in each market due to program