OVERVIEW
Our/New York Vodka, an innovative incubator project by Absolut, distills, blends, and hand-bottles premium vodka at their Chelsea-based micro-distillery—infusing each bottle with the spirit of NYC. (Fun fact: they even blend highly-purified New York City water into their vodka!) For their grand opening, they enlisted our team to execute a full-scale content refresh and influencer campaign designed to spotlight their unique local offerings and generate buzz across the city.
Campaigns
NYC Influencers + Mixologists Activation
Background
Our/New York Vodka needed a fresh way to share its unique brand story and embody the spirit of New York City. The brand aimed to boost bottle sales and increase foot traffic to its distillery and bar through social media and local influencer partnerships. To meet these goals, we revamped their content strategy and grew their media assets through authentic influencer-generated content.
Execution
We collaborated with 18 NYC-based influencers and mixologists to highlight the distillery tours, the bar experience, and to craft original cocktail recipes.
Results
• Influencer Content: 18 influencer partnerships resulted in 60+ media assets, 139k impressions, 3.5k engagements and $2.2k+ in media value
• Social Media Performance: Instagram engagement rate increased from 2% to 5.5% after incorporating influencer content to the feed.
Conclusion
This activation successfully revitalized Our/New York Vodka's content and social presence, resulting in greater visibility and consumer interaction. By blending influencer storytelling with expert mixology, we created a campaign that resonated with the NYC community, elevating the brand’s image and driving both online and in-person engagement.
— SERVICES
Social Media Management
Content Strategy
Influencer Marketing
— ROLE
Account Team Lead
Strategy + Project Management
Client Relations
— DATE
2019 – 2020
ONGOING ACTIONS + RESULTS
• Executed an elevated content strategy, resulting in +91.5% Instagram engagements and +55.7% Instagram impressions
• Reactivated their Facebook content, resulting in +304% Facebook engagements, +37.5% impressions, and +39% page follows
• Increased Instagram audience by 10% through effective social media content and strategic influencer partnerships