When Kinky Vodka asked us to help spread awareness and drive purchase of their Pride-exclusive packaging, we set out to do so in a way that would make meaningful connections through community and inclusiveness. A key part of that endeavor was a flavorful social-bound video that celebrates all things Pride: family, friends, laughter, love, and equality. Cheers to that!
Social Video / Created in partnership with Volt Studios
We created awareness of the exclusive packaging through social video posts, event messaging on the Grindr app, as well as targeted html5 banners.
My role as ACD was to help lead the team in the creation of a stand-out concept, ideate tactical activations to support the main idea, help lead the video creation from storyboard through production, and ensure that every touchpoint and tactic had the right message, tone and visual to meet our clients objective.
Grindr App HTML5 Event Banner
Targeted banner
Facebook Social Video
Targeted banner
Targeted banner
All the above was born out of the initial pitch concept and idea—to create a world-wide cheers to love and equality. We sought to invite consumers to mix a pride-themed cocktail and mingle using a custom hashtag, all housed in a microsite. The UGC could then be used in the future and as the backdrop of the liquor store display, sharing connections and inviting all shoppers to celebrate with Kinky.
THE RESULTS:
First cause marketing initiative for Kinky/Prestige
100k+ social video content views
40%+ of social video impressions were unique reach
Outperformed engagement benchmarks 2x for all existing brand video content
Epsilon Agency / Creative team included: Kelly Bartell, Adam Celing, Gabe Pattison, Jeff Jondahl, Lea Sullivan, Carrie Schneider and Meghan Gates