Vodka Cruiser & SketchShe Join Forces For New Campaign

Vodka Cruiser & SketchShe Join Forces For New Campaign
SHARE
THIS



What do the iconic Vodka Cruiser and comedy trio SketchShe have in common? They are both lively, colourful, well-loved brands, eagerly consumed by the next generation of bright young things.

The brands joined forces to help the alcohol brand engage consumers in a category first campaign; achieving a reach of 1.35 million Facebook users, with 3.2 million content views for their newly created Vodka Cruiser TV (VCTV) series.

Check out the social campaign from Cummins&Partners (creative direction), Vizeum (strategy, concept development and media) and The Story Lab (content strategy and production) here.

In a new approach to digital marketing, VCTV was launched: a branded content series shot in high definition specifically for the Facebook Live platform. The team at Vodka Cruiser partnered with SketchShe – an online trio with more than 1.9 million followers – to present a six-part Facebook live video series. The result was a 15-30-minute show aired weekly at 8.00pm, that embodied the Vodka Cruiser brand essence of ‘discovering your spirit’.

The new content focussed strategy was centred around humanising the brand, with insights indicating the target audience valued relevance as opposed to hard sell and two way communication that engaged them in a conversation. The campaign was structured around behavioural patterns, including mobile usage, demand for interactivity and the use of aspirational facilitators.

Asahi group category manager of ready-to-drink and spirits Virginia Woodger said the collaboration was formed to ensure Vodka Cruiser remained in touch with its consumers.

“Our aim was to find out what our audience wanted, what their lifestyles encompass, what is important to them, what their idea of humour is and how as a brand we can embody that,” she said.

“Live video content represents higher organic engagement – Facebook Live offers the best opportunity for consumers to be exposed to the content both during live screenings as well as post-event.”

Addressing all things trending in 2016, the series covered dating, careers, travel, food and summer fun.

The show encouraged fans to get involved, with SketchShe sharing comments, photos and hacks live – all in between guest interviews with industry movers and shakers.

Vodka Cruiser had impressive engagement through VCTV’s launch, with some videos garnering more than 200,000 views and hundreds of comments.

The six-part series showcased serious growth, with a Facebook brand research study identifying an increase of 23 percent in campaign recall, and a nine percent increase in brand favourability, versus a regional benchmark of 1.8 percent. Tangible uplifts in sales also staggered to a whopping 9.3 per cent

VCTV episodes were designed to reach a broader demographic – a curated guest panel brought a more conservative tone to the conversation, while SketchShe kept content light and approachable with the focus on fun.

The overarching result was a series taking Aussie women on a journey of self-discovery, encouraging self-expression and sparking conversation.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine