Social Media Strategy
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.
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.
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
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