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Instagram Your Fridge

Award: Wood Pencil

Wood Pencil / Digital Marketing / Use of Social Media / 2016

The Pure Potential of your fridge.

Instagram a photo of your fridge, and Smirnoff will show you how to make a cocktail from the contents, sending you back a personalised recipe video. This ‘planned spontaneity’ felt real and immediate to the audience. Fridges were uploaded, drinks were created, viewed and shared more than a million times (that’s nearly 20% of the adult population of New Zealand). The campaign grew Smirnoff RTD sales by more than 58%. And Smirnoff became the most socially engaged liquor brand for the campaign period in NZ, and the third-most engaged brand overall.

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