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Разработка кампании «Дерни с Лоусоном» с участием инфлюенсеров

Заказчик: Bacardi Rus
Исполнитель: Louder
Разработка кампании «Дерни с Лоусоном» с участием инфлюенсеров

Описание

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.

Поставленная 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.

Видео

Достигнутые цели и KPI по итогам запуска

• 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
Золото
• Лучший спецпроект с блогерами
Tagline Awards 2018
Серебро
• Лучшая кампания в Dark Market
Tagline Awards 2018

Дата запуска

14 ноября 2017 года

Ориентировочный бюджет

24 000 000 ₽

Авторы

Arina Erygina
Elizaveta Akhmetova
Anastasiya Gritskova
Tamara Zhitareva
Svetlana Zasteba
Roman Vorobyev
Проработанная интерактивная часть более крупной работы

Номинации

Кампании / креатив → Спецпроекты с блогерами
Кампании / креатив → Кампания в Dark Market