If there's one thing we know at Mike's, it's that fans of our flavours are loyal a f and they love a good joke. So we decided it was time to let them have a say in what our next drink should be. Collectively, they wanted us to create the HARDest Blue Freeze drink Mike's has ever made, so we created our first-ever Vodka and released only 18,000 bottles across Ontario.
When we launched this campaign with a small af budget (6K production, 14K media), we knew our fans would freak out. With a 96% positive sentiment, the content we created earned 1.08M impressions, 26.5K interactions, 10.6K social mentions (comments) & 18K Reel views.
WHAT STARTED OUT AS RESEARCH TURNED INTO A TEASER CAMPAIGN.
29.3K Impressions
586 Comments
7 Shares
20K Impressions
195 Comments
11 Shares
16.6K Impressions
191 Comments
29 Shares
THEN WE USED WILDLY POPULAR TIKTOK AUDIO TO CREATE AN IG REEL AND SHOT A LAUNCH IMAGE TO ANNOUNCE: "WE DID IT."
10.9K Reach
18K Views
426 Shares
834.4K Impressions 7.9K Comments
7.8K Shares
OUR FANS WENT BUCK WILD FOR BLUE FREEZE VODKA.
THEY EVEN MADE TIKTOK'S ABOUT IT!
(which is great because alcohol brands are not allowed to directly promote their products on TikTok in Canada)
While these are a small snippet of Blue Freeze Vodka TikTok content, overall creators have driven over 1.4M views, 155.5K likes, and 7K+ comments in earned media.
WHILE CREATORS HELD IT DOWN ON TIKTOK,
WE KEPT THE HYPE UP WITH MEMES AND EVEN HELPED OUR FANS TRACK DOWN BOTTLES.
AND IN LESS THAN TWO MONTHS
WE SOLD OUT EVERY LCBO IN ONTARIO!
Client: Mike's Hard Lemonade
Product: Mike's HARDest Blue Freeze Vodka
Art Director: Paisley McCrory
Copywriter: Parika Sikder
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