Smirnoff x 4th of July
Background
For 4th of July, Smirnoff US set out to reach Millennials during the brand’s peak sales window of the year. Using social media to connect with consumers where they were already capturing and sharing the festivities, Smirnoff entered the holiday conversation in a way that delivered tangible value to July 4 celebrants.
Problem
Smirnoff wanted to stand out on social media for one of America’s most popular holidays - July 4th.
Solution
Partnered with Smirnoff US to launch a cross-platform initiative focused on group occasions and easy-to-mix drinks that don’t require a fancy bar kit or a laundry list of complicated ingredients. Utilizing a combination of still photography, videos and GIFs, the effort drove record-breaking engagement across three platforms and bolstered Smirnoff US’ positioning around being an accessible spirits brand for everybody.