New York City
sipping the way to brand awareness
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challenge
The Spirits Network is a streaming site and subscription box focused on the world’s best spirits and cocktails.
As part of their launch, they wanted to connect with HENRY (High Earning, Not Rich Yet) millennials and establish themselves as the go-to resource for discovering and enjoying fine spirits.
As a subscription box for alcohol delivery, The Spirits Network was disrupting an established category. Millennials were used to subscribing to food, clothing, and beauty products, but alcohol?
We needed to bring in some heavy hitters to make a name for The Spirits Network.
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We launched a 360 digital campaign to drive awareness using influencers, content, paid ads, and in-person activations.
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We produced live photo and video assets for the event as well as visual assets for editorial press releases.
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Partnering with targeted influencers and the press, we negotiated and directed amplification for our campaign.
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We produced the most epic dinner party!
results
2000%
increase in email signups
50+
attendees to the in-person event
150K
views (IG)
25
different press attendees
(Vice, ID Magazine, HighSnobiety)
building an in-person experience
To excite users about the subscription box, we needed to invite them to experience it in real life. We partnered with the Global Head of Creative for Vice Media, Adam Mignanelli, to cook, host, and curate a specialized dinner and whiskey tasting where attendees could experience the box in real life.
The live-tasting experience was an exclusive event for journalists and a “who’s who” cocktail connoisseurs from Vice, I-D, and Buzzfeed.
content that entertains
We created a mix of blog articles featuring industry experts, cocktail recipes that tantalized the taste buds, and social media posts showcasing The Spirits Network's world through trusted creatives, such as Adam Mignanelli, Head of Creative for Vice Media.
instagram buzz
Instagram posts became our playground, generating excitement and brand awareness through interviews and giveaways that brought together potential customers and fostered a sense of community beyond the digital realm.
