VCTV – Vodka Cruiser
Vodka Cruiser was facing a challenge. Young adults were leaving behind pre-mix beverages for what they deemed more grown-up tastes. Vizeum and The Story Lab needed a powerful approach to build Vodka Cruisers’ relevance and influence at a deeper level.
The answer was VCTV by Vodka Cruiser – a category-first branded content innovation that took the 'Facebook Live' platform into unexplored territory.
My role
Working with The Story Lab and SketchShe, I edited the scripts for each episode, refining the content and topics to be as authentic and engaging as possible. I also wrote social copy, and scripts for weekly teasers and recaps, which required quick thinking and even quicker writing.
The results
A 9% increase in brand favourability (vs. regional benchmark of 1.8 %) and 23% increase in Ad recall (vs. benchmark of 8 %).
1.35 million Facebook users were reached (90% of Women 18-24) who spent a total of 240 days with the brand (3.2 million content views all up).
A staggering 9.3% uplift in sales – triple that of forecast growth.
Awards
Asia Pacific PR Excellence Awards 2017, APAC Winner Brand Relationships
Asia Pacific PR Excellence Awards 2017, APAC Shortlist Content Marketing
Australian Effie Awards 2017, Bronze – Beverage
Australian Effie Awards 2017, Bronze – Media-led Idea
Dentsu Aegis Network Global Innovation Awards 2016, Global Finalist Most Innovative Use of Content
Festival of Media Global Awards 2017, Global Shortlist Best use of an Influencer
Mumbrella BEFEST Awards 2017, Bronze, Best Content Strategy