MONKEY 47 GIN – FATHER’S DAY INFLUENCER CAMPAIGN
For Father’s Day, Monkey 47 wanted to use influencers to let people know it was the best luxury spirits gift for Father’s Day. Many brands could make similar claims, so, as the lead strategist, I identified a way to ensure the brand could speak to the moment in a more subversive way.
Senior Director, Social Strategy
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.