BRIEF:

Drive ​awareness and trial of new Southern Comfort Black product.

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WHAT I DID:

Oversaw the creation of a microsite which gave users tailored local special offers and localised stockist info. All site users received information on the new drink as well as cocktail recipes and online purchase info.

 

Closest pub that serves Southern Comfort Black? Here’s a map of how to get there. In-store special offers? Here’s the offer and closest store. 2 for 1 cocktails? Here’s a QR code to redeem at the bar.

 

RESULTS:

Social engagements 40% under benchmark

Impressions 11% higher than benchmark

High dwell time, with most users selecting multiple offers & recipe videos