Разработка кампании «Дерни с Лоусоном» с участием инфлюенсеров

Главное о кейсе

• 7 challenges from YouTube bloggers: 9,5 MIO views & 773K likes
• Over 15,3 MIO total views of viral videos
• +3,8 MIO organic views vs. the plan
• 8000 registration requests
• 2500 people at the final brand event

Бизнес-задача и ее решение

Brief:
To propose a no-rule activation of Lawson's whiskey brand timed to a New Year eve, including brand heroes - Highlanders and main brand attributes.
Objectives:
• To make William Lawson’s most talked brand among 18-24 audience in social media
• To stress no-rules brand character
• To invite audience to the final no-rule brand event — Lawson’s New Year party.
To attract people to its own epic new year event William Lawson's went over iconic NY symbol of perfectly served table — and with a help from famous bloggers launched Tablecloth Pull Challenge in SoMe. 7 famous bloggers made videos where they creatively pulled branded tablecloth with the product on a table and invited viewers to sign up to the most epic NY party.
Tablecloth challenge was picked up by media and ordinary internet users which let the campaign go viral.

Прочая информация о кейсе

New Year is a time of holy traditions. But for William Lawson’s, a whiskey brand with no-rules philosophy, nothing is sacred. To attract people to its own epic New Year event William Lawson's went over iconic New Year symbol of perfectly served table — and with a help from famous bloggers launched Tablecloth Pull Challenge in SoMe.

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