Smirnoff 4th of July campaign

PROBLEM:

Use Smirnoff’s position “Exclusively for Everybody” to reach millennials & drive purchases during the most important sales window of the year: The 4th of July summer weekend.

SOLUTION:

A campaign driven by social content + influencers focused on group occasions + easy to mix drinks to showcase drinks for everyone.

RESULTS:

Over 30.6MM impressions. Increased millennial engagement from 63% to 91%.

ROLE:

Content Supervisor

PRE-JULY // PINTEREST

RESULTS: 218 total engagements // 225 new followers

JUNE 30 - JULY 5 // FACEBOOK

For parties, picnics, and patriotic moments. Pick up a bottle or 2 with this coupon- http-_smir.nf_Coupon.jpg

RESULTS: 27MM Impressions

JULY 2 - 5 // TWITTER

Lemonade + iced tea + mint + vodka = a #4thofJuly drink for BBQs, beaches, and pool parties. https://t.co/FXxywYUOpI
— Smirnoff US (@SmirnoffUS) July 3, 2014

For laid-back planners, fancy hipsters, & drink tricksters - just mix OJ, soda water, & great vodka. #4thof... https://t.co/U51EwW8Dgw
— Smirnoff US (@SmirnoffUS) July 3, 2014

RESULTS: 964K Impressions across Twitter + Vine

July 4-5 // INSTAGRAM

Used Instagram influencers for a 2-day long Instagram take-over of the @SmirnoffUS handle to create content and spread awareness.

For the berry lovers. Seriously, my new favorite cocktail 💘💘 do try! It's takes seconds and you will love it! @ohdeardrea #4thofJuly #smirnoff #partyhacks 🍓🍓🍓

A video posted by Smirnoff (@smirnoffus) on Jul 7, 2014 at 1:35pm PDT

Hope you guys are having a fabulous day. Can't believe the sun is already setting! I have a ton more photos to share, but for now, we're off to find some fire works! 🎉 go make some delicious cocktails! 💘 @ohdeardrea #4thofJuly #smirnoff #partyhacks #ohdeardreafourthofjuly #ohdeardrea

A photo posted by Smirnoff (@smirnoffus) on Jul 7, 2014 at 3:37pm PDT

Watermelon stars are always a hit on the #forthofjuly! Press play to see today's cocktail: 1.5fl oz SMIRNOFF Watermelon Flavored Vodka 3 fl oz Lemon-Lime soda Watermelon stars (use a cookie cutter) Blueberries Pour in soda and SMIRNOFF Watermelon Flavored Vodka. Stir. Add blueberries, then ice, then watermelon stars.

A video posted by Smirnoff (@smirnoffus) on Jul 7, 2014 at 2:35pm PDT

Boarded the boat and ready to mix up some #4thofjuly drinks! #smirnoff

A photo posted by Smirnoff (@smirnoffus) on Jul 7, 2014 at 1:06pm PDT

RESULTS: 684k Impressions