The Power of Social Media Influencers: A Case Study on Branded Content
One of the proudest moments of my work this year was selling through female-led editorial concepts in partnership with legendary liquor sponsors. As a female working in advertising, it can be very challenging to change the mindsets of traditional media buyers, especially when it comes to gender-biased product decisions. So, leaning on audience insight and market research, I was able to prove on more than one occasion that females are an important target as they have high purchasing power and are increasingly active in drinking culture. Case in point: the team behind HonestlyWTF.com and HonestlyYUM.com.
Leveraging their editorial influence, I ideated a multi-platform campaign rooted in the Absolut and Dewar’s brand messaging to generate excitement around the launch of their limited edition bottles - and - provide consumers fun, easy, and inexpensive gifting ideas for the holidays (check out the reader comments in the links below!). You’ll notice that each featured image within the posts are easily pinnable on Pinterest where users can create their own Honestly-inspired Pinboard, or repin at their leisure. To boast, each editor amplified their posts across their social graphs for additional social reach. In addition to custom content, I worked with the creative studio to design custom ad experiences that syndicated and distributed their brand assets across a network of millions of users on desktop, mobile, and tablet.
Below, the complete series of editorial integrating the limited edition Warhol vodka bottle and Dewar’s 15 into holiday gifting through the lens of fashion, lifestyle, and entertainment:
- HonestlyYUM Holiday POP Cocktail
- HonestlyWTF DIY Crystal Confetti Party Shoes
- HonestlyYUM Gift Guide: The Bartender
- Dewar’s Presents: Gear Patrol’s 12 Guys of Christmas