Inspiration & Challenge
Frangelico is about having a good time in the simplest, most hassle-free sense. Its ‘proudly nutty’ ethos shows us how to create delightfully flavorful moments using this unmistakable Elixir. We launched the first-ever Reels campaign for Campari Group for the brand’s Birthday Cake Shot (a mixture of Frangelico, SKYY Citrus Vodka, and a sugared lemon that tastes just like chocolate cake), and produced a custom music track to further bring to life the content.
Execution & Creativity
We had influencers honor Frangelico’s fun and witty spirit via birthday-themed content and lifestyle content bursting onto their feeds. Together, with a light-hearted and self-ironic tone, influencers used Instagram’s diverse suite of tools—from interactive Stories to Reels—to give the content an unexpected and unconventional twist.
Simultaneously, BDB executed a paid program for Frangelico where each of the influencer‘s content was optimized to target specific audiences through paid social media on Instagram and Facebook.
FACTS & FIGURES
Being the first Campari Group brand to test the new IG feature, Reels, the short-form video content brought the Frangelico Birthday Cake Shot to life and gave a unique and fun spin to the program. The Avg. Engagement Rate of the x6 Reels created was 13%, much higher in comparison to our typical Reels avg. of 5% – 6%. Given the majority of the talent were comedians, giving them the creative freedom within the brief to express their do over in a unique way resulted in content that was true to their personal style and resulted in a very successful campaign overall.