Spirit Launches & Cocktail Recipes: Absolut Vodka

Testing Creative Content Formats Through Influencers

ACTIVATE and Absolut Vodka collaborated with 50 micro lifestyle influencers to foster brand awareness around Absolut’s new No-Sugar-Added Grapefruit Vodka. Through a variety of Instagram content formats ranging from videos to styled product shots, influencers created their own cocktails and sparked excitement and inspiration around Absolut’s new spirit launch. All influencers leveraged campaign hashtag #NoSugarCoating as a play-on-words to highlight the ingredients, and the ease of using the vodka.

Challenge

— Educate consumers about Absolut Vodka’s new No-Sugar-Added Grapefruit Vodka and position Absolut Grapefruit Vodka as the go-to social vodka for mixing cocktails

— Scale a program of micro-influencers and test various content formats as well as influencer archetypes to determine future strategy

Solution

— Partnered with 50 US high-quality male & female lifestyle influencers through ACTIVATE’s influencer technology to produce compelling custom content that highlighting the new vodka as a must-have 

— Through 100+ Instagram posts and Instagram Stories, as well as a variety of product shots, videos, and social settings, influencers showcased their own cocktail content and at-home happy hours

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