In 2022 Master Of Malt was looking to deliver a significant boost of awareness for their booze-filled Drinks By The Dram advent calendars. The products had strong natural appeal, so the activation was all about getting them in front of the right consumers throughout November to influence purchasing decisions.
Retailing at £150, each calendar was filled with 24 hand-waxed 30ml drams of spirits including rum, whisky and vodka. As a high value and desirable product, the strategy was to lean heavily into #gifted influencer seeding. Extra appeal was added by offering influencers the chance to sign up to Master of Malt’s affiliate programme. The activity was supported with lower level paid-for influencer activity to deliver guaranteed, time-controlled posts and access to valuable Swipe Links and Reels.
As part of the campaign 300+ calendars were seeded, and in just six weeks we generated 800+ influencer posts, delivering a reach of 10.9 million.
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