The Task
Capitalise on this summer’s hottest new alcohol trend – hard seltzers – in order to raise consumer and trade awareness of Keepr’s new range, increase listings and drive sales.
The Solution
Through PR and influencer marketing we set out to inspire consumers to enjoy life even during the pandemic and show them they can enjoy a delicious low calorie tipple to lift their spirits all whilst maintaining a balanced lifestyle. Whether going for a picnic following government advice, enjoying a few drinks in the garden on a sunny day or catching up with friends and family over a Zoom call and ‘toasting’ to love and friendships, we set out to make Keepr’s Hard Seltzers a must-buy on the weekly shopping list.
We collaborated with a handpicked set of ‘under 30yrs’ lifestyle, food & drink, health, travel and family content creators and influencers. We sent them product info and samples and asked them to create and share their authentic experiences of enjoying the new hard seltzer range. Influencers were also encouraged to drive followers to purchase via a swipe-up link to the product listing on Keepr’s website.
We also gifted product with serving suggestions to select health & fitness and lifestyle influencers, as well as consumer media, to drive organic editorial and social coverage.
To drive awareness and increase listings within the on and off trade we secured an exclusive in The Grocer magazine followed by PR outreach to the wider trade audience sharing product information and of course more samples.
The Results
We exceeded KPIs across every measure with 26 high profile pieces of coverage in key media with excellent message delivery, 100% visual inclusion and all-important back-links on digital coverage. We achieved an estimated reach of 15 million with coverage in titles including: Cosmopolitan, Closer, Sunday Express, The Grocer as well as numerous pieces of high reaching influencer content including across the social feeds of TV personality Georgia Harrison and singer-songwriter Lydia Lucy.
