When Molson Coors was planning the introduction of their new bubble-free spiked refresher, Happy Thursday, they turned to our brand strategy team at The Digital Dept. to lead point on the influencer marketing strategy and provide a multi-faceted campaign that drove increased brand awareness, fueled product trials, and strengthened the community around this new beverage.
Here’s how our team did it:
Always-On Campaign
Our 2024 always-on campaign activated an array of diverse content creators at a consistent cadence for eight months. With in-feed and story posts going live on a near-weekly basis, our talent-saturated feeds with creative content that both educated consumers on the benefits of a non-carbonated spiked refresher and sparked their curiosity to try all the flavors offered.
Focus On Key Markets
Our campaign was designed to effectively reach men and women, ages 21 and up, in the United States, while prioritizing Gen Z and young Millennials, as their love of similar refreshers made them a perfect target consumer of this product. Program content spoke to their interests and current trends.
Tell A Story
The top-performing content in this campaign centered storytelling and personality-driven content to market to target audiences. Creators used skits, fun editing, and a personal approach to make their brand partnerships stand out amongst more traditional advertorial formats.
Bring The Brand To Life
In addition to a robust social media campaign, Happy Thursday activated at our Summer BRANDEdit Creator Experience to connect in real life with content creators and provide a space to try the product firsthand. The fun and colorful bar display encouraged attendees to hang out, try out different flavors, and capture content, all while building direct brand relationships.
Ready to elevate your brand with influencer marketing? Reach out to our team today.
