GLOBAL SOCIAL CAMPAIGN
The sober-curious movement has caused consumers to take a step back from drinking and start looking at what other drinks they can be mixing. Whether it’s a healthy elixir like Kombucha or a non-alcoholic spirit, people are opting for something that will still give them the feeling of a cocktail without the side effects.
Ceder’s Drinks, a non-alcoholic gin brand, wanted to tap into this movement.
We started by celebrating Dry January by setting out to prove that January was anything but dry. In conjunction with beautiful product posts, we posted an “Anything but dry” challenge for every week of January.
We then partnered with Jonathan Kubben, AKA MOM I’M FINE. For the next month, Jonathan “took over” the Ceder’s Drinks Instagram account, posting challenges with Ceder’s goodies up for grabs and making his own Ceder’s cocktail. He also partnered with a well-known artist to paint a one-of-a-kind Ceder’s bottle that a lucky follower could win.
All this content was then amplified on Jonathan’s own page to gain more engagement. This would set the stage for a new influencer to do the same each month, with different challenges and recipes, amplifying the content on their own social pages.
