MONKEY 47 GIN – FATHER’S DAY INFLUENCER CAMPAIGN

ROLE

Senior Director, Social Strategy

STRATEGIC APPROACH

DEVELOP THE CONCEPT

Instead of thinking product-first, I leveraged an emotive approach to expand what the messaging of this campaign could be. Fatherhood means many different things so, to elevate this moment, I asked our influencers to build new memories by celebrating what fathering meant to them. Not to lose the product, Monkey 47 Gin was centered as the premium, must-have element needed to complete any celebration.

DIVERSIFY OUR VOICES

Working with a diverse batch of influencers would 1) minimize potential audience overlap and 2) allow us to share a variety of personal stories to qualified audiences. With six influencer partners, we delivered degrees of diversity to our campaign. Some influencers told beautiful stories of their relationships with their dads while some gave a call-to-action to other fathers.  We even had a dog dad who was the ‘unconventional’ yet welcomed addition to the group.

BUILD EFFECTIVE CONTENT

Monkey 47 Gin is the most premium gin on the market and I wanted to assure our content matched. Our influencer roster delivered, too. What was most pleasing wasn’t the quality imagery they produced. It was the reaction of their audiences. Through 50 pieces of content, we saw both a lift in brand awareness and Monkey 47 Gin loyalists confirm its quality.