Case study · Food & Drink
All Shook Up had new packaging for its canned cocktails and wanted Gen Z and younger millennials to notice. We sent three influencers and their best friends on a weekend away, with festival tickets and branded goody bags. The content reached 1.3 million people.
- 1.3M combined social reach
- 26 pieces of content
- 1.5K feed actions
- 400 site clicks
- Client All Shook Up
- Sector Drinks, ready-to-drink cocktails
- Services Influencer marketing
- Audience Gen Z and younger millennials
- Channels Instagram, TikTok
What did All Shook Up need?
All Shook Up had rebranded its canned cocktails. The new packaging needed to be seen, and the brand needed stronger recognition with younger drinkers.
- Business objective: grow recognition and sales of the rebranded range with younger drinkers.
- Communication objective: build awareness of the new packaging among Gen Z and younger millennials through influencer content.
What was the insight?
Canned cocktails are made for sharing with friends. Content about a great weekend with your best mate feels real. An ad for a can does not.
The idea was a besties weekend.
What did we do?
- Three influencers, three best friends. We partnered with three influencers who each brought their best friend.
- A weekend to remember. A weekend stay, tickets to BST Hyde Park, branded décor and goody bags gave them plenty to film.
- Quality over quantity. We focused on fewer partners and better content, producing 26 pieces.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of influencer content | 26 | Prohibition campaign reporting |
| Outputs | Combined social reach | 1.3M | Influencer platform analytics |
| Out-takes | Engagement rate | 1.2% | Influencer platform analytics |
| Out-takes | Feed actions | 1.5K | Influencer platform analytics |
| Outcomes | Clicks to the All Shook Up site | 400 | Link tracking |
What did All Shook Up get from it?
Content that showed the new cans the way its audience would use them. The campaign reached 1.3 million people and drove 400 visits to the website.
What did we learn?
- Make it social by design. Pairing each influencer with a friend made the content feel natural.
- Give them a story. A weekend with a festival gave far more to film than a product drop.
- What we would do differently. add trackable discount codes, so sales can be linked to each creator.
