Aperol Spritz

Client

Aperol

Role

Social Media Strategy
Content Creation
Event Planning
Chatbot

Award

2017
AMI – National Finalist Data – Integrated Marketing Communications

Helping create Australia’s drink of the summer in 2018

Aperol Spritz was looking to ride the momentum built on their successful Australian Open partnership over the previous two years – and take the ubiquitous Spritz to Australian metro culture and beyond.

To achieve this, Aperol challenged us to amplify their message and activities beyond the tennis precinct – telling all Australians an “Aperol Spritz is better served with friends”.

The overall goal was to significantly increase awareness – expanding brand reach – while keeping it cool, premium and relevant to the core target consumer, Australians aged 25-35.

Our Approach

We created a social campaign aimed at shifting brand awareness and converting the unconverted among our target audience.

We started by building Aperol a new local website – which served as a hub for everything happening over summer.

Next

We rolled out a campaign with touchpoints across Facebook, Instagram, Messenger and on-premise – as well as at the Australian Open, including:

Social stories highlighting the perfect Aperol Spritz occasion, amplified nationally, via Facebook/Instagram

A Messenger-based chatbot to help our audience find out where to drink the perfect Spritz – or how to make one

On-ground activity at the Australian Open, namely Facebook Live, partnering with Influencers to showcase the best of Club Aperol (our activation inside the grounds)

Ongoing audience participation, with three contests that ran throughout summer, as well as asking our audience to post their own content using #aperolspritzau or #clubaperol

The Results

4.8 million Australians reached

55,000 unique visits to the Aperol website

6,000 people engaged with our chatbot

6x per person average engagement with chatbot

30,000 fans entered our competitions

65,000 mentions of Aperol Spritz on social channels

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